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Telepresence in live-stream shopping: An experimental study comparing Instagram and the metaverse

Author

Listed:
  • Sergio Barta

    (University of Zaragoza)

  • Raquel Gurrea

    (University of Zaragoza)

  • Carlos Flavián

    (University of Zaragoza)

Abstract

Advances in digital platforms allow influencers to use live shows to showcase products, which has given rise to live-stream shopping. Moreover, new communication forms have emerged, such as the metaverse. The social interactions that occur in these immersive environments foster influencer-follower interactions. This research compares the impact of live-stream shopping on followers’ experiences and behaviors on two communication channels (live shows on Instagram and in the metaverse) and analyses the moderating role of content involvement in telepresence. Data were collected in a between-subjects quasi-field experiment. Two scenarios that differed in degree of telepresence were created, a live show on Instagram and a live show in the metaverse. The results showed that telepresence is an important part of the user experience and in the success of live shows. Telepresence was seen to have a major influence on experiential value, but not on instrumental value. Both values provided followers with satisfaction with the experience. This satisfaction generated stickiness intention and intention to recommend the influencers’ live shows. The effect of telepresence on experiential value was greater for followers less involved with the influencer’s content. This research is pioneering in comparing an established platform, Instagram, with the metaverse. Despite the greater experiential value provided by the metaverse, to increase its instrumental value metaverse spaces needs to be further developed.

Suggested Citation

  • Sergio Barta & Raquel Gurrea & Carlos Flavián, 2023. "Telepresence in live-stream shopping: An experimental study comparing Instagram and the metaverse," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-21, December.
    • Handle: RePEc:spr:elmark:v:33:y:2023:i:1:d:10.1007_s12525-023-00643-6
    DOI: 10.1007/s12525-023-00643-6
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    Cited by:

    1. Jiangbo Zou & Xiaokang Fu, 2024. "Understanding the purchase intention in live streaming from the perspective of social image," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    2. 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).
    3. Zhang, Yundi & Zhang, Tingting & Yan, Xiangbin, 2024. "Understanding impulse buying in short video live E-commerce: The perspective of consumer vulnerability and product type," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

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    More about this item

    Keywords

    Digital platform; Extended reality; Influencer; Instagram; Live-stream shopping; Metaverse; Telepresence;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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