Live streaming shopping as a new retail format: insights from a qualitative study of consumers and retailers

Karine Picot-Coupey; Younes Bouragba; Isabelle  Collin-Lachaud; Martina  G. Gallarza; Yacine Ouazzani

doi:10.1108/IJRDM-12-2022-0505

Live streaming shopping as a new retail format: insights from a qualitative study of consumers and retailers

Karine Picot-Coupey^*, Younes Bouragba, Isabelle Collin-Lachaud, Martina G. Gallarza, Yacine Ouazzani

^*Corresponding author for this work

Departament of Business

Research output: Contribution to journal › Article › Research › peer-review

21 Citations (Scopus)

Abstract

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.

Original language	English
Pages (from-to)	1313-1351
Journal	International Journal of Retail & Distribution Management
Volume	51
Issue number	9-10
DOIs	https://doi.org/10.1108/IJRDM-12-2022-0505
Publication status	Published - 27 Nov 2023

Keywords

Live streaming shopping (LSS)
Format
Motivations
Omnichannel journey

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10.1108/IJRDM-12-2022-0505Licence: C In Copyright

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Live streaming shopping as a new retail format: insights from a qualitative study of consumers and retailers. / Picot-Coupey, Karine; Bouragba, Younes; Collin-Lachaud, Isabelle et al.
In: International Journal of Retail & Distribution Management, Vol. 51, No. 9-10, 27.11.2023, p. 1313-1351.

Research output: Contribution to journal › Article › Research › peer-review

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AU - G. Gallarza, Martina

AU - Ouazzani, Yacine

PY - 2023/11/27

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KW - Format

KW - Motivations

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DO - 10.1108/IJRDM-12-2022-0505

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Live streaming shopping as a new retail format: insights from a qualitative study of consumers and retailers

Abstract

Keywords

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