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How consumers’ perceptions differ towards the design features of mobile live streaming shopping platform: A mixed-method investigation of respondents from Taobao Live

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  • Xiao, Quan
  • Wan, Shanshan
  • Zhang, Xing
  • Siponen, Mikko
  • Qu, Lu
  • Li, Xia

Abstract

Mobile Live Streaming Shopping (MLSS) has become the most rapidly growing e-commerce business. However, there is a dearth of theoretical concern on the MLSS platform designing issue - the key factor affecting business success. Based on the axiomatic design theory, a systematic view of design features of MLSS platform is given, and a three-layer model including thirteen design features is built. The perceived differences of consumers across design features and individual characteristics, as well as the prioritization strategies of MLSS platform are derived with a mixed-method schema. The study provides fine-grained insights for enhancing the differentiated consumer experience by optimizing and improving the design of MLSS platforms.

Suggested Citation

  • Xiao, Quan & Wan, Shanshan & Zhang, Xing & Siponen, Mikko & Qu, Lu & Li, Xia, 2022. "How consumers’ perceptions differ towards the design features of mobile live streaming shopping platform: A mixed-method investigation of respondents from Taobao Live," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    • Handle: RePEc:eee:joreco:v:69:y:2022:i:c:s0969698922001916
    DOI: 10.1016/j.jretconser.2022.103098
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    1. Jinying Li & Gukseong Lee, 2024. "The Role of Broadcasters and Brand Image in Improving Consumer Loyalty—Evidence From Live Streaming on Chinese Social Platforms," SAGE Open, , vol. 14(1), pages 21582440241, March.
    2. Xueyan(Even) Xu & Jiahui Huang & Dan Huang & Xinyu Shang, 2023. "Will a technology-featured authentic shopping environment motivate participants’ purchasing behavior in tourism live-streamed shopping?," Information Technology & Tourism, Springer, vol. 25(4), pages 635-663, December.
    3. Zhang, Tao & Tang, Zhongjun, 2023. "Should manufacturers open live streaming shopping channels?," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    4. Xiao, Quan & Li, Xia & Huang, Weiling & Zhang, Xing, 2025. "Gimmick or genuineness? Exploring the antecedents of AI virtual streamers aversion in live-streaming commerce," Technological Forecasting and Social Change, Elsevier, vol. 212(C).
    5. Song, Shijie & Yao, Xinlin & Zhao, Yuxiang Chris & Ba, Zhichao, 2024. "Get inspired and pay for the goods: An investigation of customer inspiration and purchase intention in livestream shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    6. Li, Nianlin & Xuan, Changchun & Chen, Rui, 2024. "Different roles of two kinds of digital coexistence: The impact of social presence on consumers' purchase intention in the live streaming shopping context," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    7. Zhang, Yanfen & Xu, Qi & Zhang, Guoqing, 2023. "Optimal contracts with moral hazard and adverse selection in a live streaming commerce market," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

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