Roll Camera, Roll Sound, Roll the Experience! : the consumer perspective on live shopping as an experience

Abstract: Live shopping is a relatively new phenomenon that combines live streaming with online shopping. Past research has explored live shopping as a functional marketing tool, used to increase sales and purchase intention. The purpose of this study was to explore consumers’ perspectives on live shopping as an experience, with the experience economy theory as a lens. Furthermore, this study utilized the four realms of an experience and five principles of design to analyze and explain the collected data. The empirical data was gathered through semi-structured interviews with respondents aged 18-27. The findings showed that consumers perceive the live shopping experience as mostly educational in conjunction with aspects of entertainment. Escapist and esthetic aspects are considered complementary and can strengthen the experience. This study contributes to an increased understanding of the live shopping experience from consumers’ perspectives. In addition, the theory of experience economy has not been previously applied to live shopping. In turn, this study has contributed to an increased use of experience economy theory in areas other than tourism and hospitality.