Consumer Behavior

Motivated but Mindful: Satisfaction, Risk, and the Path to Purchase in Livestream Shopping for Luxury Consumers

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Abstract

This quantitative study investigates luxury consumers' motivations for participating in livestream shopping and examines how satisfaction influences perceived risk, brand attitude, and purchase intention. Using partial least squares structural equation modeling with 357 US luxury consumers, this research applies self-determination theory, consumer value theory, and uncertainty reduction theory to the livestream context. Results indicate that hedonic value, social presence, curiosity, sales promotion, and consumer effort significantly influence livestream satisfaction, while utilitarian value and information seeking do not. Satisfaction decreases perceived risk and increases brand attitude, which positively affects purchase intention. This study provides theoretical contributions by extending established theories to luxury livestream shopping and offers practical implications for brands seeking to enhance consumer satisfaction and reduce perceived risk in this emerging retail channel.

Keywords: livestream shopping satisfaction, luxury market, perceived risk, motivation

How to Cite:

Downs, A., Youn, S. & Kopot, C., (2025) “Motivated but Mindful: Satisfaction, Risk, and the Path to Purchase in Livestream Shopping for Luxury Consumers”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21912