Abstract:
Today, many sellers use live streaming to directly present and sell fashion clothes to customers. The approach is very popular in Thailand because it is convenient, cost effective, and could reach a large number of customers. This research has made various academic and practical contributions.
In terms of academic contribution, it explores live streaming shopping criteria that influence customer intention to watch and purchase fashion clothes. The results show that, among 20 different criteria, there are three criteria with significant positive influence: product quality, price transparency, and broadcast timing pre-announcement; and three criteria with weak positive influence: seller image, seller Facebook page, and product pricing. In terms of practical contribution, it uses the resulting criteria in designing and developing an innovative live streaming rating website (LSRW). LSRW is a repository of live streaming sellers that allows customers to provide ratings and reviews on them. This research has developed LSRW prototype and perform both the technical evaluation on the recommendation model and the user acceptance test. Based on the results, there is a 63-81% probability that users have favorable attitudes and likely intentions to use LSRW. This research finishes its study with detailed commercialization plan of LSRW and future recommendations.
