Purpose

Considering the emergence of Live Streaming Shopping (LSS) in Europe and the scant academic coverage it has attracted in terms of characterization, this study's aim is twofold: (1) explore how both consumers and retailers assess the distinctive attributes of LSS in order to identify its characteristics as a new form of commerce, or even retail format, and (2) analyze the motivations of both consumers and retailers for choosing it.

Design/methodology/approach

A hybrid literature review – bibliometric and structured – summarizes the body of research available on LSS. Considering the research gap and the authors' two research questions, a qualitative methodology was adopted. This incorporates three primary data sets, collected in France from LSS experts, retail managers and consumers over 18 months.

Findings

LSS is a new online retail format, to be added to the range of existing options as it exhibits a typical retailing mix that is substantially different from other formats. From the retailer's perspective, three main motivations are identified while for the consumer, a total of seven motivations to participate in LSS sessions emerged. This new online format appears to be part of the continuum reflecting omnichannel integration.

Research limitations/implications

Once the LSS literature has been further developed, the bibliometric review could be repeated to better map the field within contemporary research.

Practical implications

Today's retailers cannot ignore LSS: it is a multifaceted hybrid format and touchpoint that is part of an omnichannel strategy and through which both quantitative and qualitative objectives can be achieved.

Originality/value

This paper (1) structures the emerging literature on LSS by developing the first hybrid literature review on the topic; (2) substantiates what characterizes LSS as a retail format from the consumer and retailer perspectives and a retail touchpoint in the consumer's omnichannel journey; and (3) proposes a definition of LSS and a research agenda.

中文翻译：

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直播购物作为一种新的零售业态：消费者和零售商定性研究的见解

目的

考虑到直播购物（LSS）在欧洲的出现以及其在特征方面的学术报道较少，本研究的目的有两个：（1）探讨消费者和零售商如何评估直播购物的独特属性，以便识别（2）分析消费者和零售商选择它的动机。

设计/方法论/途径

混合文献综述（文献计量学和结构化文献综述）总结了 LSS 的可用研究主体。考虑到研究差距和作者的两个研究问题，采用了定性方法。其中包含三个主要数据集，这些数据集是在法国 18 个月内从 LSS 专家、零售经理和消费者那里收集的。

发现

LSS 是一种新的在线零售业态，将被添加到现有选项的范围中，因为它展示了与其他业态截然不同的典型零售组合。从零售商的角度来看，确定了三个主要动机，而对于消费者来说，参与 LSS 会议的动机共有七种。这种新的在线格式似乎是反映全渠道整合连续体的一部分。

研究局限性/影响

一旦 LSS 文献得到进一步发展，就可以重复文献计量审查，以更好地绘制当代研究领域的地图。

实际影响

当今的零售商不能忽视 LSS：它是一种多方面的混合格式和接触点，是全渠道战略的一部分，通过它可以实现定量和定性目标。

原创性/价值

本文 (1) 通过开发第一个关于该主题的混合文献综述来构建有关 LSS 的新兴文献；(2) 从消费者和零售商的角度证实 LSS 作为一种零售业态的特征以及消费者全渠道旅程中的零售接触点；(3)提出LSS的定义和研究议程。