Drivers and performance impacts of live streaming commerce adoption: Revolutionizing the e-commerce supply chain

Abstract

This study explores the factors that drive the adoption of live streaming commerce and its effects on business performance. The research finds that relative advantage, streamer expertise, interactivity, consumer pressure, and competitive pressure are key drivers of live streaming commerce adoption, while compatibility and cost-effectiveness are less significant. The study also reveals that live streaming commerce positively impacts both non-financial aspects, such as customer engagement and loyalty, and financial metrics, including sales volume and profitability. The findings offer valuable insights for businesses considering the implementation of live streaming commerce to enhance customer relationships and drive financial success.