Drivers of Consumer Attitude and Purchase Intention in Livestream Commerce in India: A Uses and Gratification Perspective

Abstract

Live commerce (LC) is a form of online shopping that integrates real-time video streaming with capabilities for live demonstrations, interactions, and instant purchasing. Although live streaming has transformed e-commerce, empirical research examining its adoption among Indian consumers remains scarce. This research aims to examine the factors influencing consumers’ intentions to purchase on a livestream commerce platform in India. The conceptual framework for the current study on live-streaming commerce is developed based on the uses and gratifications theory. Using a quantitative study and CB-SEM analysis with a sample of 373 respondents, the study examines how utilitarian motivation, hedonic motivation, trust, interactivity, and social presence shape consumer attitudes and purchase intention. The results show that hedonic motivation, utilitarian motivation, and social presence are the three major factors influencing attitudes and intentions to buy on live commerce platforms. The important findings from the research are that hedonic motivation (β = 0.30) shows the strongest influence on attitude, followed by utilitarian motivation (β = 0.27), social presence (β = 0.24), interactivity (β = 0.14), and trust (β = 0.13). This finding suggests that in the Indian market, which is in the early stages of livestream commerce adoption, success depends primarily on an entertainment- and value-driven live commerce.