Live-Stream-Shopping im Möbelhandel
: Untersuchung der Auswirkungen von Produktpräsentation, Interaktivität und Informativität auf die Kaufabsicht

  • Florian Gassenbauer

Student thesis: Master's Thesis

Abstract

The increasing importance of live stream shopping has been clearly noticeable worldwide in recent years, particularly in China. Traditional e-commerce often encounters challenges such as limited product information that can only be conveyed via images and text, as well as a lack of personal interaction. In addition, potential buyers have to contact the seller by email, phone or chatbot if they have any questions, which slows down the purchasing process. Live stream shopping offers solutions to these problems by presenting products in real-time, providing detailed information and enabling direct interaction between buyer and seller via live chats. This form of shopping increases authenticity and creates a personal shopping experience. The aim of this master’s thesis is to investigate how the factors of product presentation, interactivity and informativeness affect the purchase intention. In this regard the main research question is: How do product presentation, interactivity and informativeness in live stream shopping affect the purchase intention of consumers in furniture retail? Two further sub-goals of this work are the presentation of factors from the existing literature that influence the purchase intention in live stream shopping and the investigation of different characteristics of the influencing factors depending on the demographic characteristics of the consumers. Methodologically, a systematic literature analysis was carried out to describe the current state of research and a quantitative online survey was conducted. The results of the literature analysis were summarized in a concept matrix. During the survey period, 198 valid data sets were collected. These were analyzed using descriptive statistics and statistical tests in SPSS. Significant group differences in terms of age were identified using t-tests. The results also show that both the perceived product presentation and the perceived informativeness have a significant positive influence on the purchase intention. These effects are significantly reinforced by the frequency of media use of the consumers, which means that higher media use further increases the influence of product presentation and informativeness on the purchase intention. In terms of perceived interactivity, no significant influence on purchase intention was found.
Date of Award2024
Original languageGerman (Austria)
SupervisorAndreas Auinger (Supervisor)

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