The Power of Live Stream Commerce: A Case Study of How Live Stream Commerce Can Be Utilised in the Traditional British Retailing Sector

Merritt, Kamarin and Zhao, Shichao (2022) The Power of Live Stream Commerce: A Case Study of How Live Stream Commerce Can Be Utilised in the Traditional British Retailing Sector. Journal of Open Innovation: Technology, Market, and Complexity, 8 (2). e71. ISSN 2199-8531

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Official URL: https://doi.org/10.3390/joitmc8020071

Abstract

As e-commerce continues to grow on a rapid scale, the rise of new technological innovations has come about, such as that of live stream commerce, which has risen rapidly throughout China through the successful case of Taobao Live. Therefore, this research project is focused on live stream retailing as an e-commerce innovation to understand how the key aspects, such as usability, functionality, interaction, and, in general, how its success can be transferred into Western society. A mixed methods approach is taken to collect the crucial data that are needed to understand the current behaviours of British consumers and to understand their preferred methods of shopping and why. This study presents robust recommendations from the collected data, providing strategic insight into the adoption of live stream retailing in the West and incorporating the development of a live stream commerce plug-in prototype that has the potential to be transferred compatibility into any business model.

Item Type: Article
Uncontrolled Keywords: British retailing sector, live stream, user experience research, e-commerce, open innovation
Subjects: G500 Information Systems
G900 Others in Mathematical and Computing Sciences
Department: Faculties > Engineering and Environment > Computer and Information Sciences
Depositing User: Rachel Branson
Date Deposited: 19 Apr 2022 08:16
Last Modified: 19 Apr 2022 08:30
URI: http://nrl.northumbria.ac.uk/id/eprint/48906

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