Live-Commerce as a New Retail Model: Adoption & Outcomes

Abstract

Live-commerce has emerged as a powerful hybrid of live streaming and e-commerce, reshaping digital retail ecosystems worldwide. By combining real-time video broadcasting with integrated purchasing mechanisms, live-commerce enhances interactivity, trust, and impulse buying. This study develops a comprehensive conceptual framework to examine the determinants of live-commerce adoption and its behavioral outcomes. Drawing upon the Technology Acceptance Model (TAM), UTAUT2, and Stimulus–Organism–Response (S–O–R) theory, this paper identifies perceived usefulness, perceived interactivity, trust, entertainment value, social presence, and perceived risk as key antecedents of adoption. Behavioral outcomes such as purchase intention, impulse buying, customer engagement, and brand loyalty are also examined. A proposed structural equation model and survey methodology are presented. The study offers important insights for marketers, e-commerce platforms, influencers, and policymakers seeking to capitalize on live-commerce growth.