Proceedings of the 2022 International Conference on mathematical statistics and economic analysis (MSEA 2022)

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Does Luxury Brand Work with Live Commerce? Based on Live-streaming Platforms

Authors
Wenhua Mao1, *
1Economic Department, University of California, San Diego, San Diego, California, USA
*Corresponding author. Email: w1mao@ucsd.edu
Corresponding Author
Wenhua Mao
Available Online 29 December 2022.
DOI
10.2991/978-94-6463-042-8_201How to use a DOI?
Keywords
luxury brand; live commerce; e-commerce; brand image; e Retailing
Abstract

Live commerce has become an increasingly important sales channel under digitization. Live commerce, as a form of digital platforms, has three main characteristics: entertaining nature, no equipment restriction, and frequent huge discounts. But whether features of live commerce work well with luxury brands remains unclear. On the one hand, the accessibility of luxury brands is limited to ensure exclusiveness. Those three characteristics may not fit perfectly with branding image of luxury brands. On the other hand, as the live-streaming room allows a higher consumer capacity, this form of digital platforms allow luxury brands to better promote their products. This research investigates the relationship between live commerce and luxury brands and reveals several important findings. First, live streaming sales do not hurt consumers’ perception of luxury brands, including price perception, social class perception, product quality perception, service quality perception, etc. Live streaming sales also contribute to consumers’ willingness to purchase. Second, having public figures with bad reputation to promote the luxury brands on live-streaming platforms has no effect on brand image, while the existence of public figures with good reputation on live-streaming platforms promotes overall luxury brand image except the common-design perception. These findings contribute to insights in the impact of live-streaming platforms and literature in economics of digitization.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on mathematical statistics and economic analysis (MSEA 2022)
Series
Advances in Computer Science Research
Publication Date
29 December 2022
ISBN
978-94-6463-042-8
ISSN
2352-538X
DOI
10.2991/978-94-6463-042-8_201How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Wenhua Mao
PY  - 2022
DA  - 2022/12/29
TI  - Does Luxury Brand Work with Live Commerce? Based on Live-streaming Platforms
BT  - Proceedings of the 2022 International Conference on mathematical statistics and economic analysis (MSEA 2022)
PB  - Atlantis Press
SP  - 1381
EP  - 1389
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-042-8_201
DO  - 10.2991/978-94-6463-042-8_201
ID  - Mao2022
ER  -