Page 12 - THE LIVE STREAM MANUAL ONLINE PRODUCT SALES

CHAPTER 1

WHAT IS LIVE SELLING?

Livestreaming is the real - time recording and broadcasting of media over the internet
simultaneously. Streaming is a term that is frequently used. User-generated material includes live

streaming (Faas, Dombrowski, Young, & Miller, 2018). Live streaming is a unique mixture of
various media types that comprises a broadcaster uploading real-time video material such as

games, talent displays, daily living, and so on (Hu, Zhang, & Wang, 2017). During livestream,

presenters can participate in discussion and communicate with their audience, while viewers can
send text messages to the broadcaster and other viewers in instantaneously. E-commerce Live

broadcasting is most commonly associated with live broadcasting features incorporated in retail
websites or live streaming sales on pan media channels.

Live selling occurs when online businesses promote their goods via a live broadcast on

social networks or broadcasting platforms such as Twitter, YouTube, TikTok, Amazon, or Twitch.
Retailers may emphasize product characteristics, communicate with clients by answering inquiries,

and sell things in real time throughout the live stream. One may even notify one's followers when
a product's availability is running low (Cai & Wohn, 2019).

Individuals, local sellers around the world are rapidly using live streaming as an interactive

online direct selling method for selling things ranging from clothes to electronic goods to furniture,
jewelry, and foodstuff (Chen, 2018). According to a substantial number of research study,

customers are turning to live streaming buying because they deem utility value (real-time
interaction and details), hedonic value (pleasure), and social benefit (affiliation), all of which can

improve consumers' experience and perceptions toward sellers/products, and thus purchase
decision (Wongkitrungrueng & Assarut, 2018).

Livestream commerce evolved as a way to attract more customers and improve purchases.

Livestreaming eCommerce is an effective technique to establish personal ties with customers. It is
a new trend that provides consumers with a more engaging experience than merely clicking and

adding items to a virtual shopping basket. According to customer statistics, live selling has
increased by 76% since the inception of COVID (cycles & Text, n.d.). This enormous desire for

live commerce can be explained by a few factors:

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