Page 20 - THE LIVE STREAM MANUAL ONLINE PRODUCT SALES

live-streamers on live livestreaming platforms, the more conductive it will be to enhance the

audience's trust in the livestream. If consumers feel the excitement and happiness brought by the
interaction during live streaming, it will promote their purchasing behaviour. . (Y Zhong, Y Zhang,

M Luo, J Wei, S Liao, KL Tan..-Young.., 2022).

Individual, small sellers around the world are increasingly using live streaming as a new
interactive direct selling channel for selling products ranging from clothing and electronics to

furniture, jewelry, and food. A growing number of survey studies have discovered that consumers
are drawn to live streaming shopping because they see it as useful.

Consumers' experiences and attitudes toward sellers and products, and thus purchase intention,

can be improved by hedonic value (instant communication and information), hedonic value

(pleasure), and social value (a sense of belonging) can improve consumers' experiences and
attitudes toward sellers/products, and thus purchase intention. Despite such promises of

influencing consumer purchasing intentions, the impact of live streaming adoption on actual
business outcomes (such as leads and sales) has received little attention. Live streaming commerce

can take place through three different channels: (1) commercial live streaming platforms (e.g.,
Live me), (2) e-commerce sites, marketplaces (e.g., Taobao), or mobile apps (e.g., Talkshoplive,

Shopshops) incorporating live streaming features, and (3) social networking sites (SNSs) that add

live streaming features (e.g., Facebook Live) to facilitate selling . The final type of channel is one
in which sellers not only sell but also buy. They also share their personal lives with their customers

through live streaming on their personal websites, their Facebook accounts or fan pages.

There is a lot to learn about the processes that underlie interactions in live streaming commerce
because it is a relatively new phenomenon. Online sellers find it challenging to adapt, even though

the needs that drive online and offline connections are comparable.

Little study has been done on applying face-to-face relational tactics to an online shopping
scenario. Relationship-building tactics and online expanded the relational model developed by

using a model of online commerce to determine how to construct online connections with internet
clients. Relationship Antecedents: Although several antecedents exist, the relationship benefit is

the most significant. Seller experience and customer similarity, which are widely analyzed, have
the biggest effects on relationship building. Information was gathered from Thai internet

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