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The Third Rajamangala University of Technology Rattanakosin International Conference (RNTR-Icon 2022)
Proceedings, Theme: Technology and Creativity Integration toward New Normal Digital Service, June 22-24,
2022.
A Qualitative Interviewing Finding of Customer Perceptions in Livestreaming Commerce
Ye Min1 and Chai Ching Tan2
1,2Rattanakosin International College of Creative Entrepreneurship
Rajamangala University of Technology Rattanakosin
1E-mail address: yemin516@foxmail.com, ye.min@rmutr.ac.th
2E-mail address: drcctan@yahoo.com, chaiching.tan@rmutr.ac.th
Abstract
The majority of published research on live-streaming commerce employs a quantitative
survey method, and the theoretical model differs based on different deductive reasoning. Based on
the transcripts of thirty-nine informants in in-depth interviews, this study identifies significant roles
of information and knowledge (I&K) and behavioral activation, leading to S-I&K-O-R and S-O-B-R
as extended versions of the popular stimulus-organism-response (S-O-R) framework of consumer
behaviors. The behavioral term indicates that livestreaming requires a higher level of active viewer
or consumer engagement by making use of the livestreaming technologies and their unique features
such as synchronicity and feedbacks. Additional insights include anchor personality, expressed voices
and presentation, ethicality, consumer mood, the ability to incorporate items into the lives of viewers
and customers, environmental psychology, affinity, vicarious experience, and technical hurdles.
Keywords: live-streaming, e-commerce, stimulus-organism-response (S-O-R) theory, interview.
1. Introduction
Livestreaming commerce is a new shopping channel based on electronic social commerce that
employs live streaming to deliver an engaging, informative, and immersive online purchasing
experience, completely transforming the old electronic commerce business model (Lo et al., 2022).
By merging Internet-enabled technologies like live chat interface and live broadcasting with video,
live streaming has moved to the top of the e-commerce sales strategies list (Fei et al., 2021). In China,
live streaming commerce has evolved into a new type of retail (Zhou et al., 2021).
Researchers study various factors that influence people's decisions on online purchases, such
as e-commerce live streaming (Fei et al., 2021). Interactivity (Yi et al., 2015), marketing creativity
(Yi et al., 2015), emotional contagion (Meng et al., 2021), and impulsivity are some of the factors
significantly essential to the live streaming business (Lo et al., 2022; Ye and Tan, 2022a, b, c).
In the psychological domain, flow (Csikszentmihalyi, 1999), cognitive absorption (Agarwal
and Karahanna, 2000), and engagement are common variables studied, and these terms are frequently
intertwined; for example, engagement is a behavioral state that can induce cognitive absorption and
flow experience (Webster and Ho, 1997). The ability of anchor to elicit consumer emotions ranges
from simple pleasure (the extent to which people feel good, happy, content, and pleased in the context,
Cheng et al., 2009) to arousal (the extent to which people feel excited, alert, stimulated, awakened,
and positive in a situation, Russell, 1980): leading to more effective or emotional trust (emotion-
based confidence that relates to how the customer feels good, happy, content, and pleased in the
context, Russell (Meng et al.., 2021).
The majority of the research findings, such as the aforementioned factors, can be explained
using the S-O-R concept, tracing to Mehrabian and Russell (1974), now being a widely used model
The Third Rajamangala University of Technology Rattanakosin International Conference (RNTR-Icon 2022)
Proceedings, Theme: Technology and Creativity Integration toward New Normal Digital Service, June 22-24,
2022.
of consumer behaviors (Lim et al., 2020). The following provides some of the factors essential to
livestreaming from the quantitative studies:
Stimuli: social cues (Fei et al., 2020), gamification (Qian et al., 2022), perceived
professionalism and telepresence of gastronomy (Yu, Cheah and Liu, 2022),
atmospheric effect (Babin and Attaway, 2000), brand authenticity (such as
measured by dimensions of continuity, credibility, integrity, and symbolism, Shi et
al., 2022), servicescape (Sorrentino et al., 2022).
Organism: emotional contagion (Meng et al., 2021), customer values (Qian et al.,
2022), shopping value (Wongkitrungrueng and Assarut, 2020), brand equity
perceptions (such as measured by brand awareness, brand image, perceived
quality, and brand loyalty, Shi et al., 2022).
Response: Engagement (Qian et al., 2022).
Apart from the commonly considered factors, what else qualitative method can identify is the
goal of this study. Thus, the purpose of this study is:
to employ qualitative in-depth interviews to identify factors that influence
responses of viewers and consumers, and generate a revision of the S-O-R
model.
2. Literature Review
Because of their universal validity, the stimulus-organism-response (S-O-R) is a popular
theoretical framework for many human behavior studies. According to Kim, Hantulia, and Benedetto
(2021), S-O-R shares a confirmation-disconfirmation or resonance-dissonance process. For instance,
perceived organizational support (a stimulus) can influence employees' attitudes and self-efficacy
(organism), which, in turn, induces external whistleblowing intention (Mansor et al., 2022).
E-commerce and its live-streaming variant have jumped into the S-O-R bandwagon.
Alanadoly and Salem (2022) utilize a quantitative survey to validate two categories of stimuli
in the context of fashion e-commerce: socio-psychological stimuli (such as fashion engagement and
opinion-seeking) and objective stimuli (such as product variety).
Functional (or utilitarian) value and hedonic value, according to Hirschman and Holbrook
(1982), are the result stimulated by the nature of consumers as either problem solvers or in seeking
fun, fantasy, arousal, sensory stimulation, and enjoyment.
Not only functional and hedonic values can significantly influence consumers’ shopping
behaviors (Babin et al., 1994; Ryu et al., 2010), consumers also in search for other values, such as
social and epistemic value (Tantucci, Wang and Culpeper, 2022).
A strict adherence to S-O-R may cause researchers to overlook other elements, limiting the
scope of applications. Rural communities, for example, are frequently unable to access internet
services. According to cognitive load theory (CLT), when consumers believe that their ability to use
digital services is beyond their cognitive scope, they will experience cognitive overload and stop
utilizing the services (Wang et al., 2020). As a result, Wang et al. (2020) modify CLT to propose the
The Third Rajamangala University of Technology Rattanakosin International Conference (RNTR-Icon 2022)
Proceedings, Theme: Technology and Creativity Integration toward New Normal Digital Service, June 22-24,
2022.
types of external stimuli and organisms that can alter organic states represented by perceived utility
and involvement, including information literacy.
Nevertheless, the S-O-R framework, as stated above, applies to a wide range of applications,
including live streaming commerce (Ye and Tan, 2022a, b, c, d), and in-depth qualitative research,
free of cognitive restraint, can aid researchers in identifying S, O, and R factors not easily covered by
quantitative deduction
3. Method
According to Klenke (2016), interviews are a part of everyday life, and everyone has learned
about interview skills to some extent from reading interviews in newspapers and watching interviews
on television. Despite the extensive use of interviews in the media and throughout society, there is no
general definition of interviewing.
For this study, the qualitative interviewing provides the empirical data that allows researchers
to develop theories to explain phenomena: the S, O, and R insights for live streaming commerce.
Interviewing can be unstructured or structured. The unstructured can help researchers delve
deeper into complex issues, ideal for situations when one knows little about the problem (Klenke,
2016: 130). However, given the clarity of the literature review and the introduction context, the study
adopts a structured interview approach, sharing a logic in absorptive capacity:
That a sufficient knowledge base is enough to cause more knowledge to be
generated (Picaud-Bello, Johnsen and Calvi, 2022).
A structured interview protocol, consisting, for instance of interview questions, creates “a
situation in which the interviewer asks each interviewee a series of pre-established questions with a
limited set of response categories” (Klenke, 2016: 128), with the benefits of “easy to code, the
direction of the inquiry is clear, high reliability, the production of comparable data, and the reduction
of interviewer bias” (Klenke, 2016: 128). (p. 129).
The following structured questions form the interview protocol, structured using S-O-R
concept:
When choosing to watch an e-commerce live streaming anchor, what aspects of the
anchor do you value more? Please be specific.
During your interaction with the host (anchor), what do you want to see, hear and
feel? In addition, what stimulation do you think should be added to the live streaming
commerce process to increase your desire to buy and make you form a lasting
memory?
What factors will cause you to leave the current live streaming commerce session?
These questions target on Chinese consumers with live streaming commerce experiences.
Participants must have watched any live-streamed commerce session, regardless of whether they
purchased anything.
The Third Rajamangala University of Technology Rattanakosin International Conference (RNTR-Icon 2022)
Proceedings, Theme: Technology and Creativity Integration toward New Normal Digital Service, June 22-24,
2022.
The first author met with the participants to collect data. Thirty-nine people participated in the
qualitative in-depth interview using snowball introduction. Saturation is the most common guiding
criterion for judging the adequacy of purposive samples in qualitative research (Hennink and Kaiser,
2021:1). “Theoretical saturation” was coined by Glaser and Strauss’ grounded theory (1967) approach
to guide researchers in deciding on sample size. Deciding whether to continue locating new
informants depends on when the data analysis approaches topic saturation (Hennink and Kiaser,
2021).
4. Results and Discussions
This section contains a thematic analysis of the transcript verbatim. The analysis seeks to find
the unique areas that quantitative researchers may have overlooked/
Many customers have commented about the appearance and voice of the live streaming
anchor, and the following are some samples of what they are concerned about:
“The anchor’s voice should be less rigid and severe and more inviting. I believe that
the live streaming anchor should encourage viewers to engage in buying activity and
that the voice tone should be caring and reflect a commitment to assisting shoppers.”
- The anchorperson (No. 17)
“The anchor should be articulate, well-organized in the product introduction, and
knowledgeable about the product.” (No. 4)
“I sometimes get the impression that the anchor is babbling and does not get right
to the point. This gives me a negative image and makes me not trusting the anhor.”
(No. 5).
According to Warhurst et al. (2017), professionals should actively use their voices to influence
their audiences’ perceptions, attitudes, and behaviors, primarily when relying heavily on the media
for communication: This includes “stamina, power, intelligibility, and the ability to convey specific
moods and attitudes” (e1).
In summary, voice quality, including things like conversational delivery style (Fisher, 1967)
and articulation skill (Borrego, Gasparini, and Behlau, 2007), can have a significant impact on
vocational and personal benefits, as well as the effectiveness of whatever goals one is trying to
achieve.
For online service encounters, the voice-affinity association is portrayed as a significant factor
(Creelman, 2022):
“When watching e-commerce anchors, I will pay more attention to whether the
anchor has an affinity with me, and whether her remarks can keep me listening”.
(No. 5).
The in-syn of speaking words (voice quality), aesthetics, and beauty are essential to appease
the customers, which Holbrook (1999; 2005) suggests by offering emotional and social values. The
aesthetic value experienced by customers or beholders can be intrinsic sense (meaning beauty for the
sake of beauty) or self-justification that the beauty perception influences the beholder's physio-
psychological reactions (Holbrook, 1994).
Similarly, the understanding of beauty is typologically diversified: extrinsically or
intrinsically motivated, things or people-based, concrete or abstract, or more subtle, as reflected in
The Third Rajamangala University of Technology Rattanakosin International Conference (RNTR-Icon 2022)
Proceedings, Theme: Technology and Creativity Integration toward New Normal Digital Service, June 22-24,
2022.
function, symbol, achievement, image, nature, aesthetics, relationships, and character (Holdbrook,
1994: 35).
There are some subtle details to aesthetic and hedonic values. As noted in Lee and Lee (2019),
both aesthetics and the perceived model attractiveness, which serve as the stimuli, have numerous
benefits: reduce the negative mood (the organistic states), and accordingly, influence the attitude of
the customers towards the online shopping. Aesthetic value can also influence other types of values,
such as healing or therapeutic value (Anderson, 2009), at the same time. reduce the emotional and
psychological stresses (Glinzak, 2016).
The aesthetics should incorporate the design of the environment (Prince, 1988), which is a
domain of environmental psychology (Qiu et al., 2020), aimng to provide salient visual attributes to
appeal to customers, and build credibility and customer trust (Lin and Chang, 2020).
While Holbrook's (1994; 1999; 2005) perspective is on consumer behaviors, there is also
psychological understanding. Appearance and body image also has psychological implications
regarding feelings, attitudes, perceptions, and behaviors (Nagl et al., 2021). The anchor’s appearance,
physical expression and voice can significantly influence customers' emotional or attitudinal
responses (Ji and Prentice, 2021). Anchor is a part of the environment and layout, too, an essential
factor in environmental psychology. Sample quotes below:
“Apart from the utility of the products, I believe the live streaming commerce room
layout is also important. It must match the anchor's appearance or makeup. The
anchor's light makeup is appealing, the outfit and site layout are simple, and the
tidy form will be appealing. Otherwise, I would easily be turned off” -
Environmental issues (No. 17)
“I pay greater attention to the anchor's haircut and overall appearance when
watching e-commerce anchors. My mood is directly affected by whether or not the
hairstyle is appealing. I will skip it right away if I am not impressed.” - Physical
appearance and mood (No. 7).
“The anchor’s appearance is essential to me, followed by the ability of e-commerce
anchors to manage the livestreaming. The quality of the live streaming environment
is a deciding factor in whether or not I stay to watch the live streaming commerce.”
– Environmental psychology (No. 10).
As a result, environmental psychology is an essential topic that researchers and anchors
employ to impact purchasing interest, such as design and social cues (Qian et al., 2022; Fei et al.,
2020; Lu et al., 2021).
“My opinion is that is critical the anchor approaches from the customer angle, and
the best is to integrate the products with what the customers and viewers have in
mind. In this way, the anchor can actively create the topics and activate an
atmosphere to foster active engagement of the customers.” (No. 17) – Active
Engagement and Environmental Psychology.
Social- and e-commerce have shown that customers in active engagement can be
made into brand ambassador by pulling the loyal customers into a brand community
(Santos et al., 2022).
The Third Rajamangala University of Technology Rattanakosin International Conference (RNTR-Icon 2022)
Proceedings, Theme: Technology and Creativity Integration toward New Normal Digital Service, June 22-24,
2022.
Personality of the anchor, which the viewers and customers can feel and observe is also shared
by the participants:
“The proactive personality of the anchor often attracts me, and we often see the effect
on the second-sales situation that excites the customers. I mean, literally, products
the anchor introduced are sold in say, less than, 5 seconds.” (No. 3) – Anchor
personality, Hedonic value.
“I'm hoping to see the anchor’s enthusiasm and hear the anchor's impartial
assessment of the product rather than bluster.” (No. 6) – Personality with zeal and
ethical duty.
"Strong professional ability, familiarity with selling items, capacity to comprehend
basic product knowledge, and dedication to work. This is the basic personality I look
for in an anchor.” - Personality of professionalism (No. 8).
“The anchor must truly endorse the products, not for financial gain, as this
demonstrates insincerity” – ethics (No. 10).
The values offered by the products are vital, and responsibly doing so lead to praiseworthy
reputation and ethical image:
“In the live streaming industry, I value premium product quality. I need to see the
products' overall effects, functionalities, and use-value. I am hoping that the anchor
can objectively explain the product's benefits and drawbacks so that I may gain a
better grasp of it. It is truly a bonus item if the product appears beautiful.” –
Aesthetic value, anchor responsibility, and values (No. 1).
“The anchor should inform us of the manufacture date, the products' guarantee,
and give us the impression that the things are genuine and not counterfeit.” (No. 4)
The value notion is widely acknowledged. In livestreaming commerce, it is essential the
anchor has the ability to bring the products into the life of potential customers, such as through values
displaying and the anchor actually demonstrates how to use the product. One customer, for instance,
states a desire for vicarious experience, which is referred to as “the vivid imaginary encounter with
the products and services envisioned by the viewers via the actual experience projected by the anchor”
(Chen et al., 2019; Lo et al., 2022):
“I hope that I can remotely control the anchor to do some comparisons and
actions." (No. 8)
“The anchor should demonstrate how we will utilize the products and give us a
sense of how we feel. Even though I cannot touch or feel this sensation, I can
perceive it through the anchor's experience.” – The anchor's firsthand experience
(No. 17).
Hwang, Park, and Kim (2020) show that displaying product values, combined with product
knowledge, can positively influence customer perceptions:
“I am likely to say positive things about...., to recommend...., and... to encourage
others to the products when anchors are truly professional, ethical, responsible,
and knowledgeable of the product usage”. The most delicate part is that live
The Third Rajamangala University of Technology Rattanakosin International Conference (RNTR-Icon 2022)
Proceedings, Theme: Technology and Creativity Integration toward New Normal Digital Service, June 22-24,
2022.
broadcasters can develop product connections to potential customers' cognitive,
social, functional, and emotional aspects of their lives.
There are challenges in the livestreaming sessions, such as consumers being interrupted by
phone calls, and the limitation of window multi-tasking in mobile operating system:
“I frequently had to halt a live streaming commerce session because of
interrupting call. There are also technological limits, such as I can easily watch
live streaming commerce in multiple windows in my laptop, and not on my
phone.” – Technological constraints (No. 10).
The socio-technical aspects of livestreaming commerce are still areas of limited discussions
in the extant literature. Li et al. (2021) identifies that social system (consisting of interaction and
identification) can influence emotional attachment to system, and technical system (represented by
synchronicity and vicarious expression) can significantly influence consumer’s platform attachment.
In Ye and Tan (2022a), they use bibliometric map and present a more comprehensive socio-
technical approach to explain three aspects of consumer responses, namely addiction, loyalty and
compulsive buying:
The social stimuli are social influence, interaction, personal innovativeness,
impulsive buying tendency, vicarious learning.
The technical stimuli include performance expectancy, effort expectancy,
synchronicity, and quality of service and system.
Information and knowledge as the drivers for customer decision is also shown to be critical:
“I am interested in cosmetics. The anchor should use comparison to convey the
brand story and incorporate product facts, such as the face mask ingredient and
moisturizing function, so we have enough information and knowledge to make an
informed selection.” - (No. 17).
5. Conclusion
Because qualitative research expertise is relatively uncommon in the field of live streaming
commerce, this study fills the gap using an in-depth structured interviewing procedure. The study
fulfills the following objective:
to employ qualitative in-depth interviews to identify factors that influence
responses of viewers and consumers, and generate a revision of the S-O-R
model.
This study, in particular, extends the theory and model of the stimulus-organism-response (S-
O-R) for live streaming commerce (Ye and Tan, 2022a, b, c, d), by incorporating information and
knowledge (I&K), and behavior (B), leading to:
S → I&K → O → R
S → O → B → R
The ethical aspect of stimuli re-confirms a vital knowledge that is widely acknowledged in
consumer behavior disciplines but the livestreaming commerce has rarely addressed: that is, ethics
can influence consumers’ perceptions and motivation (Kim, Krishna and Dhanesh, 2019).
The Third Rajamangala University of Technology Rattanakosin International Conference (RNTR-Icon 2022)
Proceedings, Theme: Technology and Creativity Integration toward New Normal Digital Service, June 22-24,
2022.
Besides ethics, as also noted in the introduction, researchers should creatively investigate the
different aspects of stimuli, for instance, the functions of products and services, the anchor’s cretive
use of voices and site layout, the sociopsychological and objective nature of the livestreaming session
(Aladadoly and Salem (2022), technological, and alternative aspects.
Majority of the research in S-O-R framework conceptualizes the organism “O” in very
functional way, and neglect the role of consumer mood. In voice retailing, research has shown the
important role of consumer mood: referring to as consumers’ affective state of interest. The stimulus,
such as the speech features and speaker word choice, may convey information about mood of the
anchor (Halbauer and Klarmann, 2022), in turn, influences consumer mood. More broadly,
environment can easily influence consumer mood, and thus, changes their attitudes and behaviors
(Furnham and Milner, 2013).
Consumer knowledge and information are crucial factors for decision-making. Consumers rely
on cues and heuristics to overcome knowledge limitation and unfiltered information (Tajdini, 2021).
According to this study, stimulus should convey the information needed while simultaneously,
influence consumer perceptions and attitudes, as represented by S → I&K, and S → O, and S → I&K
→ O. Information and knowledge is an essential factor in developing consumers’ capability,
opportunity, and motivation (Ran et al., 2022).
The extended version S-O-B-R highlights the role of para-social interaction, which is a
“digital interaction between viewers and social actors, conceptualized by the feeling of reciprocity
that is comprised of mutual awareness, attention, and adjustment” (Lo et al., 2022: 327). The para-
social atmosphere and relationship (the stimuli) and the feeling of reciprocity (organism) are
intertwined. Reciprocity is manifested in mutual awareness, attention and adjustment (Lo et al.,
2022). The qualitative result reveals that behavioral term in S → O → B → R will create a more
significant socio-psychological impact.
The study also identifies uniquely different factors rarely presented in the extant literature of
livestreaming commerce, and the notable ones are:
anchor personality, the expressed voices and presentation, ethicality, customer mood,
the ability to introduce products into the life of viewers and customers, environmental
psychology, affinity, vicarious experience, and technical challenges.
These factors can be grouped into “S” and “O” parts of the new theoretical model shown in
Figure 1.
The Third Rajamangala University of Technology Rattanakosin International Conference (RNTR-Icon 2022)
Proceedings, Theme: Technology and Creativity Integration toward New Normal Digital Service, June 22-24,
2022.
Figure 1. An Alternative Theoretical Model and Factors
Figure 1 is the theory generation of a typical qualitative method.
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