Live Commerce: Investigating the Role of the Visual Setting in the Shopping Experience
Abstract
This study aimed to investigate how the visual setting of Live Commerce conducted by small sellers relates to consumers' shopping experience. To this end, an online survey was conducted with customers who made purchases during live broadcasts on Instagram. Data analysis was performed using Structural Equation Modeling (SEM). The main results reveal that the visual setting influences emotions, trust in sellers, and the sense of entertainment during the lives. Additionally, emotions were found to be positively associated with the shopping experience. However, trust in sellers and the sense of entertainment did not show a significant relationship with the shopping experience. As its main theoretical contributions, the study expands the field of research on this emerging sales modality by exploring how stimuli in the online environment can affect the shopping experience, while also extending the Stimulus-Organism-Response (S-O-R) paradigm by testing new relationships. From a practical perspective, it offers relevant insights for live content producers especially small sellers, by providing strategies for creating visual settings capable of influencing consumers and enhancing their shopping experience.
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