THE IMPACT OF LIVE STREAMING ON SHOPPING BEHAVIOURS AND SALES - AN ENTREPRENEURIAL VIEW OF THE THAI MARKET

Abstract

People are now depending on the Internet and online shopping more than traditional shopping styles. And recently, they moved to online streaming shopping where they can purchase products and interact with a seller in real time. The objective of this research is to study how live streaming influences consumers to buy products and the factors that affect their decision-making process. To help people in understanding the live commerce market and how to compete in a live streaming channel. In this study, a qualitative method by an in-depth interview was chosen with twenty-five participants: ten entrepreneurs and fifteen customers. To reduce biases the participants were selected from a variety of ages. The result has shown that live streaming is one of the channels that can increase customers’ trust and create a better shopping experience. Moreover, for sellers, it is a cheaper way to create awareness and sell their products. The most successful strategy is about pricing. Nevertheless, this channel also has some drawbacks for sellers. Sellers are suggested to carefully pick their product portfolio, strategy and platform to maintain competitive advantages and attract customers. Last but not least, it is necessary to have a fun and friendly environment in live streaming as well as maintain the frequency of the live sessions.