A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä
How consumers’ perceptions differ towards the design features of mobile live streaming shopping platform : A mixed-method investigation of respondents from Taobao Live (2022)

Xiao, Q., Wan, S., Zhang, X., Siponen, M., Qu, L., & Li, X. (2022). How consumers’ perceptions differ towards the design features of mobile live streaming shopping platform : A mixed-method investigation of respondents from Taobao Live. Journal of Retailing and Consumer Services, 69, Article 103098. https://doi.org/10.1016/j.jretconser.2022.103098

JYU-tekijät tai -toimittajat

Julkaisun tiedot

Julkaisun kaikki tekijät tai toimittajat: Xiao, Quan; Wan, Shanshan; Zhang, Xing; Siponen, Mikko; Qu, Lu; Li, Xia

Lehti tai sarja: Journal of Retailing and Consumer Services

ISSN: 0969-6989

eISSN: 1873-1384

Julkaisuvuosi: 2022

Ilmestymispäivä: 16.08.2022

Volyymi: 69

Artikkelinumero: 103098

Kustantaja: Elsevier

Julkaisumaa: Britannia

Julkaisun kieli: englanti

DOI: https://doi.org/10.1016/j.jretconser.2022.103098

Julkaisun avoin saatavuus: Ei avoin

Julkaisukanavan avoin saatavuus: 

Tiivistelmä

Mobile Live Streaming Shopping (MLSS) has become the most rapidly growing e-commerce business. However, there is a dearth of theoretical concern on the MLSS platform designing issue - the key factor affecting business success. Based on the axiomatic design theory, a systematic view of design features of MLSS platform is given, and a three-layer model including thirteen design features is built. The perceived differences of consumers across design features and individual characteristics, as well as the prioritization strategies of MLSS platform are derived with a mixed-method schema. The study provides fine-grained insights for enhancing the differentiated consumer experience by optimizing and improving the design of MLSS platforms.

YSO-asiasanat: mobiilisovellukset; suoratoistopalvelut; verkkokauppa; mobiilikauppa; kuluttajat; kuluttajakäyttäytyminen

Vapaat asiasanat: mobile live streaming shopping; design feature; perceived difference; Kano model; correspondence analysis; importance-satisfaction analysis

Liittyvät organisaatiot

OKM-raportointi: Kyllä

Raportointivuosi: 2022

JUFO-taso: 1