Undergraduate Research

An Exploratory study of US Marketplace livestream shopping: Impacts on perceived risk and purchase intentions

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Abstract

The purpose of this study is to explore the impact of livestream shopping on consumers' purchase intention in the US marketplace related to their perceived risk of fashion items. The research questions guiding this study were the following: 1) How does livestream shopping affect consumers' perceived risk of a product? and 2) How does livestream shopping affect consumers' purchase intention? A qualitative method study was used, employing an interview approach with open-ended questions. Following the IRB approval, 6 interviews were conducted consisting of 4 females and 2 males. All participants were from the Midwest region of the United States. Overall, this study found that host, platform, product, and trust perceptions significantly influence perceived risk and purchase intention during livestream shopping. This study offers insights for researchers and can help guide businesses to enhance trust, reduce risks, and increase purchases. 

Keywords: livestream shopping, US marketplace, perceived risk, purchase intentions

How to Cite:

Forillo, T. & Kopot, C., (2025) “An Exploratory study of US Marketplace livestream shopping: Impacts on perceived risk and purchase intentions”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18879