The Impact of the Legitimacy of Livestream Shopping on Consumers’ Willingness to Buy

DOI

10.2991/aebmr.k.220405.071How to use a DOI?

Keywords

livestream shopping; legitimacy; consumer willingness to buy

Abstract

In China, in recent years, mobile live video streaming has become an important form of entertainment for people to digest fragmented time. And livestream shopping, developed by the short video platform, has gradually become popular. As a new product sales model that combines live streaming and online shopping, livestream shopping has a great impact on people’s consumption habits. With the vigorous development of livestream shopping, consumers’ acceptance of it is getting higher and higher. However, in recent years, the legal issues that have been continuously exposed by livestream shopping have also caused consumers to worry about its legality. According to institutional theory, the development process of livestream shopping is a process in which consumers gradually accept it. And this is also a process of gradually gaining legitimacy. This article aims to study the legitimacy issues in livestream shopping, and to study and analyse how legitimacy affects consumers’ willingness to buy. This article will discuss the legality of live streaming commerce from three aspects: product, streamer and live broadcast platform. Through the analysis of typical cases and questionnaire data, it discusses and explores how legitimacy affects consumers from both theoretical and empirical aspects. Finally, this article will give suggestions on how legality can help e-commerce companies continue to operate and further discuss how e-commerce companies implement the above policies.

The main contribution of this article is to discover that the legitimacy of livestream shopping is an important factor that affects consumers’ willingness to buy.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Zihao Liu
PY  - 2022
DA  - 2022/04/29
TI  - The Impact of the Legitimacy of Livestream Shopping on Consumers’ Willingness to Buy
BT  - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
PB  - Atlantis Press
SP  - 432
EP  - 440
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220405.071
DO  - 10.2991/aebmr.k.220405.071
ID  - Liu2022
ER  -