Welcome to Francis Academic Press

Academic Journal of Business & Management, 2024, 6(3); doi: 10.25236/AJBM.2024.060327.

Factors Affecting Consumers' Early Stage and Continuous Online Shopping Behaviour


Xi Gao

Corresponding Author:
Xi Gao

University of Montpellier, Montpellier, France


At the end of 2019, the novel coronavirus pneumonia "COVID-19" broke out, and the sudden outbreak has greatly changed people's lifestyle. The spread of the “COVID-19” has restricted offline activities, and the way of shopping has been transformed into online shopping. Under this social background, the new shopping method online live-streaming shopping has entered people’s life and has been quickly accepted by the public. The rapid development of internet technology makes the iterative updating of things more frequent, at this time, live-streaming shopping developed rapidly, and more and more people are willing to focus on live-streaming shopping rather than traditional shopping methods. However, the factors affect online shopping remain to be researched.


Live Streaming Shopping; Consumer Behaviour; Marketing; Influencing factors of Live Streaming Shopping

Cite This Paper

Xi Gao. Factors Affecting Consumers' Early Stage and Continuous Online Shopping Behaviour. Academic Journal of Business & Management (2024) Vol. 6, Issue 3: 218-228. https://doi.org/10.25236/AJBM.2024.060327.


[1] Chen, C. C., and Lin, Y. C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telemat. Inform. 35, 293–303. doi: 10.1016/j.tele. 2017.12.003 

[2] Hu, M., and Chaudhry, S. S. (2020). Enhancing consumer engagement in e-commerce live streaming via relational bonds. Internet Res. 30, 1019–1041. doi: 10.1108/INTR-03-2019-0082

[3] Kozlenkova I. V., Palmatier R. W., Fang E., Xiao B., Huang M. (2017). Online relationship formation. J. Mark. 81, 21–40. 10.1509/jm.15.0430.

[4] Ma, Y. (2021a). Elucidating determinants of customer satisfaction with live-stream shopping: an extension of the information systems success model. Telemat. Inform. 65, 101707. doi: 10.1016/j.tele. 2021.101707 

[5] Ma, Y. (2021b). To shop or not: understanding Chinese consumers' live-stream shopping intentions from the perspectives of uses and gratifications, perceived network size, perceptions of digital celebrities, and shopping orientations. Telemat. Inform. 59, 101562. doi: 10.1016/j.tele.2021.101562

[6] Park, H. J., and Lin, L. M. (2020). The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement. J. Retail. Consum. Serv. 52, 101934. doi: 10.1016/j.jretconser.2019.101934

[7] Sun, Y., Shao, X., Li, X., Guo, Y., and Nie, K. (2019). How live streaming influences purchase intentions in social commerce: an IT affordance perspective. Electron. Commer. Res. Appl. 37, 100886. doi: 10.1016/j.elerap.2019.100886

[8] Wohn D.Y&A.Mittal.et al. Utilitarian and hedonic motivations for live streaming shopping[C]. ACM, 2018:81-88.

[9] Wongkitrungrueng, A., and Assarut, N. (2018). The role of live streaming in building consumer trust and engagement with social commerce sellers. J. Bus. Res.117, 543–556. doi: 10.1016/j.jbusres. 2018.08.032

[10] Xue, J., Liang, X., Xie, T., and Wang, H. (2020). See now, act now: how to interact with customers to enhance social commerce engagement? Inf. Manage. 57, 103324. doi: 10.1016/j.im.2020.103324