TY - JOUR
T1 - Live streaming shopping as a new retail format: insights from a qualitative study of consumers and retailers
AU - Picot-Coupey, Karine
AU - Bouragba, Younes
AU - Lachaud, Isabelle Collin
AU - Gallarza, Martina G.
AU - Ouazzani, Yacine
PY - 2023/11/27
Y1 - 2023/11/27
N2 - Considering the emergence of Live Streaming Shopping (LSS) in Europe and the scant academic coverage it has attracted in terms of characterization, this study's aim is twofold: (1) explore how both consumers and retailers assess the distinctive attributes of LSS in order to identify its characteristics as a new form of commerce, or even retail format, and (2) analyze the motivations of both consumers and retailers for choosing it.
AB - Considering the emergence of Live Streaming Shopping (LSS) in Europe and the scant academic coverage it has attracted in terms of characterization, this study's aim is twofold: (1) explore how both consumers and retailers assess the distinctive attributes of LSS in order to identify its characteristics as a new form of commerce, or even retail format, and (2) analyze the motivations of both consumers and retailers for choosing it.
KW - Live streaming shopping (LSS)
KW - Format
KW - Motivations
KW - Omnichannel journey
U2 - 10.1108/IJRDM-12-2022-0505
DO - 10.1108/IJRDM-12-2022-0505
M3 - Article
VL - 51
SP - 1313
EP - 1351
JO - International Journal of Retail & Distribution Management
JF - International Journal of Retail & Distribution Management
IS - 9-10
ER -