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Live Streaming Meets Online Shopping in the Connected World: Interactive Social Video in Online Marketplace

Live Streaming Meets Online Shopping in the Connected World: Interactive Social Video in Online Marketplace

Ree Chan Ho, Kanesh Gopal Rajadurai
Copyright: © 2020 |Pages: 13
ISBN13: 9781522596974|ISBN10: 1522596976|ISBN13 Softcover: 9781522596981|EISBN13: 9781522596998
DOI: 10.4018/978-1-5225-9697-4.ch008
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MLA

Ho, Ree Chan, and Kanesh Gopal Rajadurai. "Live Streaming Meets Online Shopping in the Connected World: Interactive Social Video in Online Marketplace." Strategies and Tools for Managing Connected Consumers, edited by Ree Chan Ho, IGI Global, 2020, pp. 130-142. https://doi.org/10.4018/978-1-5225-9697-4.ch008

APA

Ho, R. C. & Rajadurai, K. G. (2020). Live Streaming Meets Online Shopping in the Connected World: Interactive Social Video in Online Marketplace. In R. Ho (Ed.), Strategies and Tools for Managing Connected Consumers (pp. 130-142). IGI Global. https://doi.org/10.4018/978-1-5225-9697-4.ch008

Chicago

Ho, Ree Chan, and Kanesh Gopal Rajadurai. "Live Streaming Meets Online Shopping in the Connected World: Interactive Social Video in Online Marketplace." In Strategies and Tools for Managing Connected Consumers, edited by Ree Chan Ho, 130-142. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-5225-9697-4.ch008

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Abstract

With the increased usage of live stream video, this chapter examined consumer product learning process in using it as a platform to shop online. Live stream video has been utilized to show and demonstrate product specifications and information. By depending on it, the prospective consumer uses the interactive videos to help them make purchase decision. However, the extent of the social live video in promoting the product knowledge is not examined yet. Hence, there is a need to examine the power of social live video in enhancing customer learning during the shopping. The main objective is to understand how the act of live streaming may change the viewer impression towards a brand or product. Secondly, the authors also investigate the subsequent knowledge gained by watching the live stream footage and how could it exert influence on product purchase. This study developed an integrative framework by combining the theories of relative advantage and absorptive capacity to examine the underlying factors in the use of social live stream video.

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