Abstract
Conventional e-commerce retailers are less advantageous in attracting online consumers than streamers in live commerce. In China, live commerce has gradually become the mainstream sales channel. Based on the push-pull-mooring model of migration theory, this study aims to identify the reasons that urge online consumers to switch from shopping on conventional e-commerce to live commerce, as well as the potential obstacles of such a switch. About 306 Chinese consumers with conventional e-commerce and live-stream shopping experience participated in this study. The results indicate that live commerce's attractiveness has the greatest impact on consumers' willingness to switch to live commerce, followed by dissatisfaction with conventional e-commerce, while switching costs has no significant effect. Low interactivity most greatly impacts dissatisfaction with conventional e-commerce, while streamers' charisma greatly impacts on live commerce's attractiveness, and low familiarity impacts switching costs. The authors analyze the data by gender and occupation to yield additional findings.
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