Livestream shopping (LSS) is the latest in a series of trends that will strongly mark the sphere of e-commerce. Starting in China, during the COVID-19 pandemic, it slowly began to trend in the West. It represents a shift to online shopping, where communication with consumers is strongly present. It is an online sales strategy through live video, with hosts who are mostly celebrities or online influencers. The key difference compared to traditional online shopping is the completely live interaction between the host and the audience. The purpose of the thesis is a comparative analysis of traditional online shopping and LSS. The goal is to find out what are the special features of LSS compared to traditional e-commerce and how this affects consumers' purchasing decisions. The goal is also to define the limitations and shortcomings of this way of shopping. In the theoretical part are presented the concepts of online shopping experience and LSS, while in the empirical part the key factors, differences and common points of both online sales channels are defined through the analysis of empirical research. While one channel is primarily focused on sales, the other serves as a consumer engagement tool.
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