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New generation commerce: The rise of live commerce (L-commerce)

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  • Yun, Jeewoo
  • Lee, Don
  • Cottingham, Michael
  • Hyun, Hyowon

Abstract

Live commerce (L-commerce) is an emerging distribution channel that has transformed consumer shopping preferences. Owing to the COVID-19 pandemic, consumers’ need for non-face-to-face (NFTF) commerce increased rapidly. However, unlike face-to-face (FTF) commerce, NFTF commerce has disadvantages. It lacks interactivity. The newly emerged L-commerce addresses this deficiency using real-time streaming technology. It is positively evaluated in various business segments. This study investigated the structural relationships between the characteristics of L-commerce, customer satisfaction, repurchase intention, and customer loyalty to L-commerce. The moderating effects of security and privacy (SP) and the perceived price advantage (PPA) were further examined. The findings represent a priori research that empirically proves the effectiveness of L-commerce.

Suggested Citation

  • Yun, Jeewoo & Lee, Don & Cottingham, Michael & Hyun, Hyowon, 2023. "New generation commerce: The rise of live commerce (L-commerce)," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    • Handle: RePEc:eee:joreco:v:74:y:2023:i:c:s0969698923001418
    DOI: 10.1016/j.jretconser.2023.103394
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