New generation commerce: The rise of live commerce (L-commerce)
Jeewoo Yun,
Don Lee,
Michael Cottingham and
Hyowon Hyun
Journal of Retailing and Consumer Services, 2023, vol. 74, issue C
Abstract:
Live commerce (L-commerce) is an emerging distribution channel that has transformed consumer shopping preferences. Owing to the COVID-19 pandemic, consumers’ need for non-face-to-face (NFTF) commerce increased rapidly. However, unlike face-to-face (FTF) commerce, NFTF commerce has disadvantages. It lacks interactivity. The newly emerged L-commerce addresses this deficiency using real-time streaming technology. It is positively evaluated in various business segments. This study investigated the structural relationships between the characteristics of L-commerce, customer satisfaction, repurchase intention, and customer loyalty to L-commerce. The moderating effects of security and privacy (SP) and the perceived price advantage (PPA) were further examined. The findings represent a priori research that empirically proves the effectiveness of L-commerce.
Keywords: Live commerce (L-commerce); Customer satisfaction; Repurchase intention; Customer loyalty (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations: View citations in EconPapers (2)
Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698923001418
Full text for ScienceDirect subscribers only
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:74:y:2023:i:c:s0969698923001418
DOI: 10.1016/j.jretconser.2023.103394
Access Statistics for this article
Journal of Retailing and Consumer Services is currently edited by Harry Timmermans
More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu (repec@elsevier.com).