Positive psychology takes you through the countryside of pleasure and gratification, up into the high country of strength and virtue, and finally to the peaks of lasting fulfillment, meaning and purpose. Is it possible to experience any of these in the middle of a chaotic world and negative circumstances? Can we learn to grow or find skills that lead to this “good life?” Living the good life, flourishing, self-actualization, joy, and purpose are words that come to mind with happiness. Yet the concept of “happiness” is often hard to accurately define. A content analysis of open-ended questions identified eight reasons for why consumers prefer live streaming shopping over regular online shopping.The pursuit of happiness is one that humans have been working toward since the beginning of time. We found that hedonic motivation is positively related to celebrity-based intention and utilitarian motivation is positively related to product-based intention. Based on prior research related to live streaming and consumer motivation theories, we examined the relationships between hedonic and utilitarian motivations and shopping intention. Live streaming shopping can happen in two ways: live streaming embedded in e-commerce, or e-commerce integrated into live streaming. In this paper, we examine live streaming shopping, conceptualizing it as a type of online shopping that incorporates real-time social interaction. A content analysis of open-ended questions identified eight reasons for why consumers prefer live streaming shopping over regular online shopping.ĪB - Watching live streams as part of the online shopping experience is a relatively new phenomenon.
N2 - Watching live streams as part of the online shopping experience is a relatively new phenomenon. © 2018 Association for Computing Machinery. T1 - Utilitarian and hedonic motivations for live streaming shopping
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