As live streaming commerce becomes increasingly growing in the e-retailing environment, it is crucial to explore its role in enriching and expanding the e-servicescape model within e-retailing platforms. This paper seeks to enhance and extend the online retailing e-servicescape by integrating the dimensions specific to live-streaming e-commerce.
This research employed a qualitative approach through in-depth interviews with 15 participants, focusing on their e-retail live-streaming experiences in China. This method provided valuable insights into the perceptions and experiences of individuals engaged in live streaming as an extension of the e-servicescape. Through thematic analysis, six dimensions of live streaming were identified as enrichments to the e-servicescape framework.
This paper proposes enriching the live-streaming dimension by introducing six sub-dimensions: attractiveness and authenticity, reliability and credibility, responsive lively interactions, social connectivity, celebrity influence and community consciousness. These sub-dimensions expand the e-servicescape within online retail platforms.
It is anticipated that the findings will offer significant perspectives on how online consumers evaluate the importance of live-streaming attributes in the changing dynamics of the e-servicescape.
By exploring the importance of live-streaming and online purchasing experiences for customers, this insight can help create an online retail environment that is more engaging.
To the best of the authors’ knowledge, this is the first study that thematically enriches the e-servicescape by integrating the live-streaming dimension based on e-retailing. It provides a structured framework for future research to employ a quantitative approach to test the effectiveness of the enriched e-servicescape resulting from the integration of live-streaming commerce with consumers’ behavioural responses.
