Shopping Motivation in Live Streaming: A Means-End Chain Approach

Proceedings of ‏The 2nd International Conference on Research in Management

Year: 2021


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Shopping Motivation in Live Streaming: A Means-End Chain Approach

Earth Chandrruangphen, Nuttapol Assarut, and Sukree Sinthupinyo



Facebook (FB) is a social networking site that offers live streaming feature, FB Live, where some users use it as a means to demonstrate and sell fashion clothes while some may watch and make purchase. Prior studies suggest that several shopping attributes may influence consumer values including product attributes (e.g. assortment, quality, trendiness, and brand name), seller attributes (e.g. presentation, interactivity, guidance, image, physical attractiveness, and humor), and price. However, it is not known if such list of attributes is fully applicable or complete. Therefore, there is a need to investigate the hierarchical nature of shopping motivation in live streaming. This study intends to explore live streaming shopping attributes and develop consumer value hierarchy by adopting means-end chain theory. A total of 30 in-depths interviews with FB Live users who shop fashion clothes in Thailand were conducted using laddering technique. The results are shown in hierarchical value maps identifying several attributes that motivate users to shop and their corresponding consumer values. Several important attributes are found in addition to the known list including clothing style, clear presentation of price, seller politeness, seller verbal attractiveness, seller pacing, background ambiance, broadcast timing announcement, number of viewers, seller FB page, and fast delivery. Three major motivational patterns have emerged from the maps including frictionless shopping, shopping enjoyment, and value-seeking. Three minor ones have also emerged including quality seeking, fashion orientation, and product selection support. They are presented along with associated attributes allowing fashion clothing sellers to correspond.

Keywords: fashion shopping; laddering technique; online shopping; shopping value; social commerce.