Abstract
Live shopping is emerging as a prominent trend in marketing strategy. While it has reached an advanced stage of integration in Asian countries such as China, in Spain, it is still in its nascent phase of diffusion and adoption. Given this disparity, the objective of this paper is to scrutinise the determinants of users' purchase intentions, delving into their perceptions of this marketing strategy. Employing the PLS-SEM technique, the results derived from the analysis of information provided by 122 volunteers residing in Spain reveal that the utility of information presented in live shopping, along with the entertainment and sense of immersion it provides, directly influences the purchase intentions of social media users. In contrast, brand–consumer interactivity exerts only an indirect effect in this context, primarily mediated by the entertainment and sense of immersion experienced by the consumer.
This is a preview of subscription content, log in via an institution to check access.
Similar content being viewed by others
References
Acebes, B., and R. Montanera. 2023. Estudio de Redes Sociales 2023. https://iabspain.es/estudio/estudio-de-redes-sociales-2023/.
Arlia, Z. 2021. The Future of Social Commerce And How To Get On Board. Forbes Communications Council. https://www.forbes.com/sites/forbescommunicationscouncil/2021/12/29/the-future-of-social-commerce-and-how-to-get-on-board/?sh=60b6b9262ca4.
Arora, A., D. Glaser, A. Kim, P. Kluge, S. Kohli, and N. Sak. 2021. It’s showtime! How live commerce is transforming the shopping experience. McKinsey Digital. https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/its-showtime-how-live-commerce-is-transforming-the-shopping-experience.
Byrne, B.M. 1998. Structural equation modelling with LISREL, PRELIS, and SIMPLIS: basic concepts, applications, and programming, 1st ed. Mahwah: Lawrence Erlbaum. https://doi.org/10.4324/9780203774762.
BytePlus. 2022. Livestreaming: The rise of live shopping. BytePlus. https://www.byteplus.com/blog/detail/Livestreaming-The-Rise-and-Rise-of-Live-Shopping.
Cardona, L. 2022. 18 tendencias de marketing para 2023: ¡las más importantes! https://www.cyberclick.es/numerical-blog/las-tendencias-de-marketing-digital.
Carrasco, R.D.M. 2011. Investigación Comercial Técnicas e instrumentos. Madrid: Editorial Tébar S.L.
Chen, H., S. Zhang, B. Shao, W. Gao, and Y. Xu. 2022. How do interpersonal interaction factors affect buyers’ purchase intention in live stream shopping? The mediating effects of swift guanxi. Internet Research 32 (1): 335–361. https://doi.org/10.1108/INTR-05-2020-0252.
Chevalier, S. 2021. Online consumer opinions on live commerce worldwide 2021. In Statista. https://www.statista.com/statistics/1276411/consumers-opinions-on-live-commerce-worldwide/.
Chevalier, S. 2022. Interest in e-commerce and social media live shopping in Europe 2020, by category. https://www.statista.com/statistics/1277172/interest-live-commerce-europe-by-category/.
Chin, W.W. 1998. The partial least squares approach to structural equation modeling. In Modern methods for business research, ed. G.A. Marcoulides, 295–336. New York: Psychology Press.
Chong, H.X., A.H. Hashim, S. Osman, J.L. Lau, and E.C.-X. Aw. 2023. The future of e-commerce? Understanding livestreaming commerce continuance usage. International Journal of Retail & Distribution Management 51 (1): 1–20. https://doi.org/10.1108/IJRDM-01-2022-0007.
Clement Addo, P., J. Fang, A.O. Asare, and N.B. Kulbo. 2021. Customer engagement and purchase intention in live-streaming digital marketing platforms. The Service Industries Journal 41 (11–12): 767–786. https://doi.org/10.1080/02642069.2021.1905798.
ClicOh. 2022. Descubre qué es el Live Shopping y cuáles son sus beneficios. https://www.linkedin.com/pulse/descubre-qué-es-el-live-shopping-y-cuáles-son-sus-beneficios-clicoh?trk=organization-update-content_share-article.
Concejo, E. 2018, July 15. Descubre a qué generación perteneces según tu fecha de nacimiento. La Vanguardia. https://www.lavanguardia.com/vivo/20180408/442342457884/descubre-que-generacion-perteneces.html.
Dong, X., and T. Wang. 2018. Social tie formation in Chinese online social commerce: The role of IT affordances. International Journal of Information Management 42: 49–64. https://doi.org/10.1016/j.ijinfomgt.2018.06.002.
Esteban, L. 2022. 5 Claves del Live Shopping que aumentan la venta online en Retail. The Jump. https://thejump.live/esp/5-claves-del-live-shopping-que-aumentan-la-venta-online-en-retail/.
Fornell, C., and D.F. Larcker. 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18 (1): 39–50. https://doi.org/10.2307/3151312.
Gao, L., and K.A. Waechter. 2017. Examining the role of initial trust in user adoption of mobile payment services: An empirical investigation. Information Systems Frontiers 19 (3): 525–548. https://doi.org/10.1007/s10796-015-9611-0.
González, V. 2022. Live Shopping, la evolución del e-Commerce que llegó para quedarse. América Retail. https://www.america-retail.com/opinion/live-shopping-la-evolucion-del-e-commerce-que-llego-para-quedarse/.
Gu, Y., X. Cheng, and J. Shen. 2023. Design shopping as an experience: Exploring the effect of the live-streaming shopping characteristics on consumers’ participation intention and memorable experience. Information & Management 60 (5): 103810. https://doi.org/10.1016/j.im.2023.103810.
Hair, Joseph F., R.E. Anderson, R.L. Tatham, and W.C. Black. 1995. Multivariate data analysis: With readings. 4th ed. Upper Saddle River: Prentice Hall, Pearson College Division.
Hair, J.F., Jr., G.T.M. Hult, C.M. Ringle, and M. Sarstedt. 2021. A primer on partial least squares structural equation modeling (PLS-SEM), 3rd ed. London: SAGE.
Hair, Joe F., L.M. Matthews, R.L. Matthews, and M. Sarstedt. 2017. PLS-SEM or CB-SEM: Updated guidelines on which method to use. International Journal of Multivariate Data Analysis 1 (2): 107–123. https://doi.org/10.1504/IJMDA.2017.087624.
Hair, Joseph F., J. Risher, S. Marko, and C.M. Ringle. 2019. When to use and how to report the results of PLS-SEM. European Business Review 31 (1): 2–24. https://doi.org/10.1108/EBR-11-2018-0203.
Henseler, J., C.M. Ringle, and M. Sarstedt. 2015. A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science 43 (1): 115–135. https://doi.org/10.1007/s11747-014-0403-8.
Herzallah, D., F. Muñoz-Leiva, and F. Liébana-Cabanillas. 2022. Selling on Instagram: Factors that Determine the Adoption of Instagram Commerce. International Journal of Human–Computer Interaction 38 (11): 1004–1022. https://doi.org/10.1080/10447318.2021.1976514.
Hou, F., Z. Guan, B. Li, and A.Y.L. Chong. 2020. Factors influencing people’s continuous watching intention and consumption intention in live streaming. Internet Research 30 (1): 141–163. https://doi.org/10.1108/INTR-04-2018-0177.
Huang, Z., Y. Zhu, A. Hao, and J. Deng. 2023. How social presence influences consumer purchase intention in live video commerce: The mediating role of immersive experience and the moderating role of positive emotions. Journal of Research in Interactive Marketing 17 (4): 493–509. https://doi.org/10.1108/JRIM-01-2022-0009.
Jiang, Z., J. Chan, B.C.Y. Tan, and W.S. Chua. 2010. Effects of interactivity on website involvement and purchase intention. Journal of the Association for Information Systems 11 (1): 34–59. https://doi.org/10.17705/1jais.00218.
Jiménez, E.P. 2022. Live shopping, tendencia en crecimiento para las nuevas generaciones. Dpl News. https://dplnews.com/live-shopping-tendencia-en-crecimiento-para-las-nuevas-generaciones/.
Jump, T. 2022. Primer Estudio sobre Live Shopping: El Live Shopping en España 2022. Valencia: JUMP.
Kang, K., J. Lu, L. Guo, and W. Li. 2021. The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms. International Journal of Information Management 56: 102251. https://doi.org/10.1016/j.ijinfomgt.2020.102251.
Lee, C.-H., C.-W. Chen, W.-K. Chen, and K.-H. Lin. 2021. Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information (Switzerland) 12 (6): 1–17. https://doi.org/10.3390/info12060241.
Li, L., K. Kang, A. Zhao, and Y. Feng. 2022. The impact of social presence and facilitation factors on online consumers’ impulse buying in live shopping – celebrity endorsement as a moderating factor. Information Technology & People. https://doi.org/10.1108/ITP-03-2021-0203.
Liao, J., K. Chen, J. Qi, J. Li, and I.Y. Yu. 2023. Creating immersive and parasocial live shopping experience for viewers: The role of streamers’ interactional communication style. Journal of Research in Interactive Marketing 17 (1): 140–155. https://doi.org/10.1108/JRIM-04-2021-0114.
Liébana-Cabanillas, F., V. Marinkovic, I. Ramos de Luna, and Z. Kalinic. 2018. Predicting the determinants of mobile payment acceptance: A hybrid SEM-neural network approach. Technological Forecasting and Social Change. https://doi.org/10.1016/j.techfore.2017.12.015.
Lin, S.-C., H.-T. Tseng, F. Shirazi, N. Hajli, and P.-T. Tsai. 2023. Exploring factors influencing impulse buying in live streaming shopping: A stimulus-organism-response (SOR) perspective. Asia Pacific Journal of Marketing and Logistics 35 (6): 1383–1403. https://doi.org/10.1108/APJML-12-2021-0903.
Llanos, P. 2022. De la teletienda al “Live Shopping”: qué ha cambiado en 30 años y por qué es el futuro del Ecommerce. Elle. https://www.elle.com/es/moda/noticias/a40022168/live-shopping-que-es-como-funciona/.
Lu, Benjiang, and Z. Chen. 2021. Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective. Information & Management 58 (7): 103509. https://doi.org/10.1016/j.im.2021.103509.
Lu, Baozhou, W. Fan, and M. Zhou. 2016. Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior 56: 225–237. https://doi.org/10.1016/j.chb.2015.11.057.
Lv, Z., Y. Jin, and J. Huang. 2018. How do sellers use live chat to influence consumer purchase decision in China? Electronic Commerce Research and Applications 28: 102–113. https://doi.org/10.1016/j.elerap.2018.01.003.
Ma, X., X. Zou, and J. Lv. 2022. Why do consumers hesitate to purchase in live streaming? A perspective of interaction between participants. Electronic Commerce Research and Applications 55: 101193. https://doi.org/10.1016/j.elerap.2022.101193.
Martínez, N. 2021. ‘Liveshopping’, la evolución de la teletienda que engancha a los consumidores. Hablemos de Empresa. https://hablemosdeempresas.com/empresa/liveshopping-livecommerce/.
Mileva, G. 2022. The Ultimate Guide to Live Shopping on YouTube. Influencer Marketing Hub. https://influencermarketinghub.com/live-shopping-youtube/.
Ming, J., Z. Jianqiu, M. Bilal, U. Akram, and M. Fan. 2021. How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory. International Journal of Web Information Systems 17 (4): 300–320. https://doi.org/10.1108/IJWIS-02-2021-0012.
Mohammed, A.A. 2021. What motivates consumers to purchase organic food in an emerging market? An empirical study from Saudi Arabia. British Food Journal 123 (5): 1758–1775. https://doi.org/10.1108/BFJ-07-2020-0599.
Murdoch, R., O. Wright, K.F.Grant, K. Collins, and L. McCracken. 2022. Why shopping’s set for a social revolution. Social Commerce Revolution. https://www.accenture.com/us-en/insights/software-platforms/why-shopping-set-social-revolution.
Ong, S.Y.Y., N.F. Habidin, N.M. Fuzi, M.I. Salleh, M.R. Ramdan, K. Abdullah, and S.I. Taasim. 2021. The relationship between live commerce towards customer engagement in Malaysia E-commerce platform. International Journal of Academic Research in Business and Social Sciences 11 (27): 285–294. https://doi.org/10.6007/IJARBSS/v11-i17/11416.
Palacios, K. 2022. El shoppertainment: las claves del live commerce en el retail. América Retail. https://www.america-retail.com/colombia/el-shoppertainment-las-claves-del-live-commerce-en-el-retail/.
Prentice, C., X.Y. Han, L.-L. Hua, and L. Hu. 2019. The influence of identity-driven customer engagement on purchase intention. Journal of Retailing and Consumer Services 47: 339–347. https://doi.org/10.1016/j.jretconser.2018.12.014.
Reis, H.T., and S.D. Gosling. 2010. Social psychological methods outside the laboratory. In Handbook of social psychology, vol. 1, 5th ed., 82–114. Hoboken: Wiley. https://doi.org/10.1002/9780470561119.socpsy001003.
Rodríguez-Ardura, I., and A. Meseguer-Artola. 2020. A PLS-neural network analysis of motivational orientations leading to Facebook engagement and the moderating roles of flow and age. Frontiers in Psychology. https://doi.org/10.3389/fpsyg.2020.01869.
Saffanah, L., P.W. Handayani, and F.P. Sunarso. 2023. Actual purchases on Instagram Live Shopping: The influence of live shopping engagement and information technology affordance. Asia Pacific Management Review 28 (2): 204–214. https://doi.org/10.1016/j.apmrv.2022.09.002.
San Martin, S. 2008. Prácticas de marketing: ejercicios y supuestos. Madrid: ESIC.
Simas, I., and T. Lemos. 2022. Live Streaming eCommerce: cada vez más cerca del cliente. Departamento de Marketing. https://www.departamentodemarketing.net/live-streaming-ecommerce-cada-vez-mas-cerca-del-cliente/.
Solano, J. 2022. Live Shopping: ¿Cómo tener una estrategia poderosa? Skeepers. https://skeepers.io/es/blog/live-shopping-configurar-estrategia-poderosa/?utm_campaign=2022-Q3-ES-SKP-ALL-NEWSLETTER-OTHER-Newsletter+Database&utm_source=website&utm_medium=email&utm_content=LS+articulo.
Sun, Y., X. Shao, X. Li, Y. Guo, and K. Nie. 2019. How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications 37: 100886. https://doi.org/10.1016/j.elerap.2019.100886.
Ul Islam, J., and Z. Rahman. 2017. The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm. Telematics and Informatics 34 (4): 96–109. https://doi.org/10.1016/j.tele.2017.01.004.
Wang, C.L. 2021. New frontiers and future directions in interactive marketing: Inaugural editorial. Journal of Research in Interactive Marketing 15 (1): 1–9. https://doi.org/10.1108/JRIM-03-2021-270.
Wongkitrungrueng, A., and N. Assarut. 2020. The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research 117: 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032.
Xiao, L., T. Pan, J. Mou, and L. Huang. 2022. Understanding determinants of social networking service fatigue: An interpretive structural modeling approach. Information Technology & People 35 (1): 46–66. https://doi.org/10.1108/ITP-04-2020-0169.
Xue, J., and M.T. Liu. 2023. Investigating the live streaming sales from the perspective of the ecosystem: The structures, processes and value flow. Asia Pacific Journal of Marketing and Logistics 35 (5): 1157–1186. https://doi.org/10.1108/APJML-11-2021-0822.
Yim, M.Y.-C., S.-C. Chu, and P.L. Sauer. 2017. Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective. Journal of Interactive Marketing 39: 89–103. https://doi.org/10.1016/j.intmar.2017.04.001.
Yu, F., and R. Zheng. 2022. The effects of perceived luxury value on customer engagement and purchase intention in live streaming shopping. Asia Pacific Journal of Marketing and Logistics 34 (6): 1303–1323. https://doi.org/10.1108/APJML-08-2021-0564.
Yun, J., D. Lee, M. Cottingham, and H. Hyun. 2023. New generation commerce: The rise of live commerce (L-commerce). Journal of Retailing and Consumer Services 74: 103394. https://doi.org/10.1016/j.jretconser.2023.103394.
Zhang, L., Z. Shao, X. Li, and Y. Feng. 2021. Gamification and online impulse buying: The moderating effect of gender and age. International Journal of Information Management 61: 102267. https://doi.org/10.1016/j.ijinfomgt.2020.102267.
Zhong, Y., Y. Zhang, M. Luo, J. Wei, S. Liao, K.-L. Tan, and S.S.-N. Yap. 2022. I give discounts, I share information, I interact with viewers: A predictive analysis on factors enhancing college students’ purchase intention in a live-streaming shopping environment. Young Consumers 23 (3): 449–467. https://doi.org/10.1108/YC-08-2021-1367.
Zhou, M., J. Huang, K. Wu, X. Huang, N. Kong, and K.S. Campy. 2021. Characterizing Chinese consumers’ intention to use live e-commerce shopping. Technology in Society 67: 101767. https://doi.org/10.1016/j.techsoc.2021.101767.
Author information
Authors and Affiliations
Corresponding author
Ethics declarations
Conflict of interest
On behalf of all authors, the corresponding author states that there is no conflict of interest.
Additional information
Publisher's Note
Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Rights and permissions
Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.
About this article
Cite this article
Pons Julián, M.d.C., de Luna, I.R. Exploring live shopping dynamics: Insights from purchase intention using structural equation modelling. J Market Anal (2024). https://doi.org/10.1057/s41270-024-00297-z
Revised:
Accepted:
Published:
DOI: https://doi.org/10.1057/s41270-024-00297-z