Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/274372 
Year of Publication: 
2022
Citation: 
[Journal:] Journal of Open Innovation: Technology, Market, and Complexity [ISSN:] 2199-8531 [Volume:] 8 [Issue:] 2 [Article No.:] 71 [Year:] 2022 [Pages:] 1-32
Publisher: 
MDPI, Basel
Abstract: 
As e-commerce continues to grow on a rapid scale, the rise of new technological innovations has come about, such as that of live stream commerce, which has risen rapidly throughout China through the successful case of Taobao Live. Therefore, this research project is focused on live stream retailing as an e-commerce innovation to understand how the key aspects, such as usability, functionality, interaction, and, in general, how its success can be transferred into Western society. A mixed methods approach is taken to collect the crucial data that are needed to understand the current behaviours of British consumers and to understand their preferred methods of shopping and why. This study presents robust recommendations from the collected data, providing strategic insight into the adoption of live stream retailing in the West and incorporating the development of a live stream commerce plug-in prototype that has the potential to be transferred compatibility into any business model.
Subjects: 
British retailing sector
e-commerce
live stream
open innovation
user experience research
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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