Will We Like or Not: Examining the factors that influence consumers’ attitude towards live streaming e-commerce.

Abstract: Background: With the rapid development of information technology, social media and e-commerce platforms have become increasingly popular among consumers. Live streaming e-commerce is a new shopping pattern that has emerged in the process of development. With the help of short videos and live broadcast platforms, the popularity of live streaming e-commerce has significantly increased in the Chinese market. Outside of China, this shopping pattern is also gaining traction. However, due to the differences in markets and consumers among different countries, it is also necessary to understand the factors that affect consumers' cognitive perceptions of live streaming e-commerce. Purpose:  This study aims to find differences in consumers' perceptions of live streaming e-commerce between Chinese and Swedish consumers and investigate the factors influencing consumers' perceived attitudes towards live streaming e-commerce. Method:  Quantitative data was collected in the Swedish and Chinese markets through online questionnaires to achieve the research purpose. The researchers used convenience sampling and snowball sampling techniques to ensure that sufficient responses were collected. Aside from demographic sections and filter questions about the user experience of live streaming e-commerce, the remaining seven dimensions of the questionnaire assessed the cognitive perceptions of consumers based on two well-established models: The S-O-R Paradigm and IS success model. Conclusion:  Based on the results of this study, there are differences between online consumers in Sweden and China regarding live streaming e-commerce. Chinese respondents were generally more favorable and consistent in their views regarding user satisfaction, perceived attitudes, and intention to purchase. In contrast, respondents in Sweden considered the qualities of system, information, and service more positively. Additionally, consumers' perceived attitudes toward live streaming e-commerce were most strongly predicted by service quality, followed by system quality. Moreover, there is a favorable correlation between information quality and user satisfaction, which adds to the individual organism linkage's perceived attitude. A positive relationship is also founded between system quality and perceived attitudes. Furthermore, user satisfaction is the determining factor of perceived attitude. Perceived attitude is a more decisive factor than user satisfaction which positively influences the intention to purchase in the consumers' response. The findings of this research provided wide-ranging theoretical and managerial implications and developed possible opportunities for future research.