Buyer or Watcher? Exploring the Role of Customer Type in Live‐Streaming Shopping

ABSTRACT With the rapid rise of live‐streaming shopping, which has transformed consumer engagement, understanding the motivations behind viewer behavior is crucial. This paper addresses the gap in research by distinguishing between two types of live‐streaming customers (buyers/watchers) using the Consumer Acceptance of Technology (CAT) model. We conducted three interconnected studies employing univariate analysis and the PROCESS model to explore mechanisms related to live‐streaming shopping, including customer motivations (extrinsic/intrinsic), perceptions (usefulness/enjoyment), and future adoption (attitude/intention), along with the moderating role of the streamer's social presence. Our findings indicate that (a) buyers exhibit higher levels of both extrinsic and intrinsic motivation than watchers, (b) customer motivations significantly influence perceptions of live streaming, with distinct effects on perceived usefulness and enjoyment, and (c) the streamer's social presence enhances the impact of intrinsic motivation on service perceptions, but not extrinsic motivation. The impact of consumer motivation on attitudes and the adoption of live‐streaming shopping is examined in this article, providing professionals with advice on boosting viewer engagement and conversion rates.