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 Gallarza and Yacine Ouazzani ()
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Karine Picot-Coupey: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique, UR - Université de Rennes
Isabelle Collin Lachaud: Université de Lille, LUMEN - Lille University Management Lab - ULR 4999 - Université de Lille
Martina Gallarza: UV - Universitat de València = University of Valencia
Yacine Ouazzani: CREGO - Centre de Recherche en Gestion des Organisations - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE], UB - Université de Bourgogne

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Abstract: Purpose: 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. Design/methodology/approach: A hybrid literature review – bibliometric and structured – summarizes the body of research available on LSS. Considering the research gap and our two research questions, a qualitative methodology was adopted. This incorporates three primary data sets, collected in France from LSS experts, retail managers and consumers over 18 months. Findings: LSS is a new online retail format, to be added to the range of existing options as it exhibits a typical retailing mix that is substantially different from other formats. From the retailer's perspective, three main motivations are identified while for the consumer, a total of seven motivations to participate in LSS sessions emerged. This new online format appears to be part of the continuum reflecting omnichannel integration. Originality/value: This paper (1) structures the emerging literature on LSS by developing the first hybrid literature review on the topic; (2) substantiates what characterizes LSS as a retail format from the consumer and retailer perspectives and a retail touchpoint in the consumer's omnichannel journey; and (3) proposes a definition of LSS and a research agenda. Research limitations/implications: Once the LSS literature has been further developed, the bibliometric review could be repeated to better map the field within contemporary research. Practical implications: Today's retailers cannot ignore LSS: it is a multifaceted hybrid format and touchpoint that is part of an omnichannel strategy and through which both quantitative and qualitative objectives can be achieved.

Keywords: Live Streaming Shopping (LSS); Format; Motivations; Omnichannel journey; Live Streaming Shopping (LSS) Format Motivations Omnichannel journey (search for similar items in EconPapers)
Date: 2023-11-10
Note: View the original document on HAL open archive server: https://hal.science/hal-04244585v1
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Published in International Journal of Retail and Distribution Management, 2023, pp.1313-1351. ⟨10.1108/IJRDM-12-2022-0505⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04244585

DOI: 10.1108/IJRDM-12-2022-0505

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