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Live stream has become a popular and attractive platform for online shopping. However, understanding what expedites shoppers’ engagement and well-being in live stream platform remains inadequate. Rooted in the Self-Determination Theory and Generation Cohort Theory, this study explores the direct influence of hedonic and utilitarian shopping motivations on engagement and well-being of online shoppers on live stream platforms and examines the moderating role of generation (Gen Y vs. Gen Z). 423 actionable responses were elicited through an online survey and analyzed with partial least squares structural equation modeling (PLS-SEM). The results indicate that hedonic and utilitarian shopping motivations have a direct impact on customer engagement and shopping well-being and an indirect impact on shopping well-being through customer engagement. Besides, Gen Y shoppers are more engaged with live stream platform compare to Gen Z having more hedonic motivations. This work provides insights for crafting impactful live streaming marketing tactics to enhance the overall well-being of online shoppers.
Alam et al. (Thu,) studied this question.