Merchandising/Marketing/Retailing: Management

Live Streaming E-commerce Is Transforming Apparel Shopping: A Study of U.S. Consumers

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Abstract

In recent years, live streaming, a new function to broadcast video and sound of an event over the internet as it happens, has become very popular on social media (Wongkitrungrueng & Assarut, 2020). An increasing number of retailers and brands such as Amazon, Nordstrom, American eagle Outfitters have started exploring live streaming function to promote and sell goods or services. Live streaming e-commerce is emerging as the new growth phenomenon within the e-commerce. Undoubtedly, live streaming e-commerce brings a lot of opportunities to the market compared to traditional e-commerce. Streamers can interact with viewers, quickly respond to their questions, and acquire information in real time. These unique features help engage consumers in the live event and enhance their trust in and willingness to buy products (Chen& Chi, 2021; Xu, Wu, & Li, 2020). While there is a great amount of background research on the beginning and evolution of live streaming ecommerce, particularly about the recent success of live streaming e-commerce in Asian countries such as China, SouthKorea, India, there is a lack of studies that help understand how live streaming e-commerce affects theU.S. consumers’ apparel shopping behaviors. Therefore, this study aimed to identify the key factors influencing theU.S. consumers’ responses toward apparel live streaming e-commerce. Specifically, the objectives of this research were fourfold. First, building on the Stimulus-Organism-Response (S-O-R) framework, an enhanced SOR research model for live streaming e-commerce is proposed. Second, the psychometric properties of the proposed research model are examined using the primary data collected by an online survey. Third, the statistical relationships between the constructs in the proposed model are determined. The findings can help understand the drivers and barriers for the growth of apparel live streaming e-commerce in the U.S. Finally, some implications were provided for academia and industrial practitioners.

Keywords: apparel, livestreaming ecommerce, shopping behavior, consumers

How to Cite:

Frattali, A., Ling, M. & Chi, T., (2022) “Live Streaming E-commerce Is Transforming Apparel Shopping: A Study of U.S. Consumers”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13525