Research on the mechanism of platform preference in live streaming shopping of rich experience consumers

Abstract

As a new business model, live streaming shopping has great development potential. At present, the mainstream live streaming shopping platforms can be divided into two categories: one is the e-commerce platform with live streaming function, and the other is the live streaming platform added e-commerce business. To explore the antecedents of consumers' different preference for these two types of live streaming shopping platforms, 30 consumers with rich experience in live streaming shopping were invited to participate in in-depth interviews. Using grounded theory to code the interview text, a mechanism model of the influence of platform features and consumer motivations on platform preference was established, and consumer personality plays moderating effect. Then the related concepts were explained, and the validity of the model was verified. This paper studied the characteristics of live streaming shopping from the perspective of platform comparison. The characteristic difference of the two types of platforms was revealed. The live streaming shopping process could be divided into the watching stage and the purchase stage, and consumer motivations changes in the two stages. Consumer motivations impact platform preferences. Impulsive consumers and rational consumers have different platform preferences because of platform features and consumer motivations. This study has important practical significance for the further construction of live streaming shopping platforms.