The enrichment of retail e-servicescape with live-streaming integration: Insights from qualitative exploration

Xi Teng and Bamini KPD Balakrishnan (2025) The enrichment of retail e-servicescape with live-streaming integration: Insights from qualitative exploration. International Journal of Retail & Distribution Management, 53. pp. 654-670. ISSN 0959-0552

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Abstract

Purpose – As live streaming commerce becomes increasingly growing in the e-retailing environment, it is crucial to explore its role in enriching and expanding the e-services cape model within e-retailing platforms. This paper seeks to enhance and extend the online retailing e-services cape by integrating the dimensions specific to live-streaming e-commerce. Design/methodology/approach – This research employed a qualitative approach through in-depth interviews with 15 participants, focusing on their e-retail live-streaming experiences in China. This method provided valuable insights into the perceptions and experiences of individuals engaged in live streaming as an extension of the e-services cape. Through thematic analysis, six dimensions of live streaming were identified as enrichments to the e-services cape framework. Findings – This paper proposes enriching the live-streaming dimension by introducing six sub-dimensions: attractiveness and authenticity, reliability and credibility, responsive lively interactions, social connectivity, celebrity influence and community consciousness. These sub-dimensions expand the e-services cape within online retail platforms. Research limitations/implications – It is anticipated that the findings will offer significant perspectives on how online consumers evaluate the importance of live-streaming attributes in the changing dynamics of the e-services cape. Practical implications – By exploring the importance of live-streaming and online purchasing experiences for customers, this insight can help create an online retail environment that is more engaging. Originality/value – To the best of the authors’ knowledge, this is the first study that thematically enriches the e-services cape by integrating the live-streaming dimension based on e-retailing. It provides a structured framework for future research to employ a quantitative approach to test the effectiveness of the enriched e-services cape resulting from the integration of live-streaming commerce with consumers’ behavioral responses.

Item Type:	Article
Keyword:	E-servicescape, Online shopping experience, Live streaming, Customer engagement, Qualitative research
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28-9999 Industries. Land use. Labor > HD9000-9999 Special industries and trades > HD9720-9975 Manufacturing industries H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Department:	FACULTY > Faculty of Business, Economics and Accounting
Depositing User:	SITI AZIZAH BINTI IDRIS -
Date Deposited:	03 Jul 2025 10:25
Last Modified:	03 Jul 2025 10:25
URI:	https://eprints.ums.edu.my/id/eprint/44278

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