Going Live? Exploring Livestream Shopping in Sweden

Sammanfattning

Livestream shopping has emerged as a significant retail format in Asian markets, yet consumer adoption in Western markets remains underexplored. Drawing on the Technology Acceptance Model developed by Davis (1989), and subsequent technology acceptance research, this paper investigates how perceived usefulness, perceived ease of use, and perceived enjoyment influence Swedish consumer attitudes towards livestream shopping, and how these attitudes, in turn, shape behavioural intention to use the shopping format. The study further investigates whether age moderates the relationship between the three predictor constructs and attitude. Data were collected through an online consumer panel, resulting in 291 valid responses after data cleaning. The data were analysed using structural equation modelling with path analysis. The findings reveal a clear hierarchy among the attitudinal drivers: perceived enjoyment was the dominant predictor of attitude, followed by perceived usefulness, while perceived ease of use showed no significant direct effect. Attitude was a strong predictor of behavioural intention to use livestream shopping. Age moderated only the relationship between perceived ease of use and attitude, with ease of use becoming more influential among older consumers. The broadly neutral-to-negative descriptive scores suggest that livestream shopping remains relatively unfamiliar and weakly established among consumers. The findings support the conceptualisation of livestream shopping as a retail-entertainment format and extend the empirical base of technology acceptance in retail research.