Title: Adopting live streaming commerce: exploring determinants of consumer behaviour in social commerce

Authors: Palmira Ortigosa Peña; Francisco Liébana-Cabanillas; Francisco Muñoz-Leiva; Iviane Ramos de Luna

Addresses: Universitat Oberta de Catalunya, Sant Martí, Rambla del Poblenou, 154-156, 08018 Barcelona, Spain ' Department of Marketing and Market Research, Faculty of Business and Economics, University of Granada, Campus Universitario La Cartuja, s/n, Granada, 18011, Spain; Andalusian Institute for Research and Innovation in Tourism (IATUR), University of Granada, Granada Headquarter, Campus Universitario La Cartuja, s/n, Granada, 18011, Spain ' Department of Marketing and Market Research, Faculty of Business and Economics, University of Granada, Campus Universitario La Cartuja, s/n, Granada, 18011, Spain; Andalusian Institute for Research and Innovation in Tourism (IATUR), University of Granada, Granada Headquarter, Campus Universitario La Cartuja, s/n, Granada, 18011, Spain; Sport and Health University Research Institute (iMUDS), University of Granada, Granada, 18007, Spain ' Universitat Oberta de Catalunya, Sant Martí, Rambla del Poblenou, 154-156, 08018 Barcelona, Spain

Abstract: This study aims to improve the scientific knowledge of field marketing, and the new e-commerce format called 'live streaming commerce', through the analysis of factors that influence the intention to use different digital platforms for the purchase of products or services in real-time. Based on a preview review of the scientific literature, a multiple linear regression model was proposed to explain the intention to use live streaming commerce. Data collection was conducted through an online convenience survey and a total of 60 valid responses were obtained. We found that hedonic and utilitarian motivation together with attitude, perceived value and customer loyalty significantly affected customers' intention to use live streaming commerce platforms. However, this study did not find statistically significant relationship between trust in streamers and intention to use. This study is restricted to the data obtained from convenience sampling and to the early stage and not yet fully developed new online shopping concept. Even so, findings of this research provide several conclusions that are valuable to companies and marketers. It provides a new approach to the present literature and expands the previous proposed models by analysing the intention to use live streaming commerce platforms.

Keywords: E-commerce; social commerce; live streaming commerce; live streaming platforms; intention to use; IU.

DOI: 10.1504/IJMC.2026.155431

International Journal of Mobile Communications, 2026 Vol.28 No.2, pp.111 - 142

Received: 20 Aug 2023
Accepted: 28 Oct 2024
Published online: 31 Jul 2026 *

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