Quantifying Live-Streaming in Book Retail Sector: An Empirical Approach

Abstract

This study explores the growing phenomenon of live-streaming in the book retail sector and its implications for consumer behavior and business performance. Using an empirical approach, specifically structural equation model, we analyze live-streaming as an innovative marketing strategy that combines real-time engagement with personalized content delivery. Drawing on data from online book retailers, we investigate key factors influencing the effectiveness of live-streaming, including viewer engagement, trust-building, and purchase intentions. Our findings reveal that live-streaming significantly enhances consumer trust and satisfaction, leading to increased sales and customer loyalty. Furthermore, we highlight the moderating role of product type and audience demographics in shaping live-streaming outcomes. The study provides valuable insights for book retailers seeking to leverage live-streaming as a competitive advantage in a dynamic e-commerce landscape. By bridging academic theory with industry practice, this research contributes to a deeper understanding of digital transformation in retail and offers actionable recommendations for practitioners.