Consumer Behavior

An Exploratory Study of US Luxury and High-End Livestream Shopping Motivation: Brand Loyalty, Drivers of Participation, and Perceived Risk

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Abstract

In the US, livestream shopping is an emerging channel where consumers can view products live while interacting with both the host and other livestream participants (Yin et al., 2023). This study aimed to explore US luxury and high-end consumers’ motivation to participate in livestream shopping in relation to their brand loyalty, drivers of participation, and impacts of perceived risk. Using semi-structured interviews to gain in-depth insight into the participants’ experiences, the researchers uncovered the internal and external drivers of participation and the impacts of livestream participation on their brand, host, and trust perceptions. Additionally, the influence of livestream shopping on the participant’s perceived risk emerged in the interviews. These findings are significant as they begin to fill the gap in research on US livestream shopping by uncovering the varying drivers of participation, perceptions, and positive impacts on perceived risk.

Keywords: Livestream shopping, Motivation, Luxury, High-end, Perceived Risk

How to Cite:

Downs, A., Kopot, C. & Sun, X., (2025) “An Exploratory Study of US Luxury and High-End Livestream Shopping Motivation: Brand Loyalty, Drivers of Participation, and Perceived Risk”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18628