Sitting at home and interacting with food producers in real-time: The impact of the interactivity of Live Streaming Shopping on consumers' food purchase intention
(A2025-126446)

AUTHORS

Dongfang LI, Paris-Saclay University

ABSTRACT

With the development of real-time video distribution technology and the popularization of social media, Live Streaming Shopping (LSS) has changed how sellers interact with consumers. More and more brands and sellers use LSS to broaden new marketing channels for food sales. The LSS food marketing model is still in the exploratory development stage and lacks relevant research. This study investigates the impact of LSS interactivity on consumers' intention to buy food. Based on qualitative research methodology, we interviewed 15 Chinese LSS experts. Through statistical analysis of IRAMUTEQ software and manual analysis, this study identifies the potential impact of two-way communication, para-social interaction, responsiveness, and immersion on consumers' intention to purchase food. We hypothesized that consumer-perceived value mediates the relationship between them. The findings of this study have important implications for the development and application of LSS food sales models.