How Live Streaming Changes Shopping Decisions in E-commerce: A Study of Live Streaming Commerce

Live Streaming Commerce (LSC) is proliferating in China and gaining traction worldwide. LSC an e-commerce service where sellers communicate with consumers through live streaming while consumers can place orders within the same system. Despite significant involvement of LSC, however, it has not been systematically analyzed that how make shopping decisions when engaging LSC. To fill this research gap, we conduct a mixed methods study, consisting surveys ($N=240$) follow-up interviews ($N=16$) LSC consumers. We focus on two features i.e., communication between merchants through participation streamers, and aim to understand these changes influence consumer decision-making process LSC. We find enables merchants exchange information based on their needs provide additional customer services. Because appropriate information about products they acquire enjoyable atmosphere, consumers are willing purchase As intermediaries consumers, streamers utilize third-party identity enhance consumers need awareness persuade online decisions. Moreover, elements, such as competition mechanisms, benefits and rewards for attending co-selling between streamers, afford user engagement in which enhance experiences intentions during decision-making process.