Telepresence in live-stream shopping: an experimental study comparing Instagram and the metaverse

Barta, Sergio (Universidad de Zaragoza) ; Gurrea, Raquel (Universidad de Zaragoza) ; Flavián, Carlos (Universidad de Zaragoza)

Resumen: Advances in digital platforms allow influencers to use live shows to showcase products, which has given rise to live-stream shopping. Moreover, new communication forms have emerged, such as the metaverse. The social interactions that occur in these immersive environments foster influencer-follower interactions. This research compares the impact of live-stream shopping on followers’ experiences and behaviors on two communication channels (live shows on Instagram and in the metaverse) and analyses the moderating role of content involvement in telepresence. Data were collected in a between-subjects quasi-field experiment. Two scenarios that differed in degree of telepresence were created, a live show on Instagram and a live show in the metaverse. The results showed that telepresence is an important part of the user experience and in the success of live shows. Telepresence was seen to have a major influence on experiential value, but not on instrumental value. Both values provided followers with satisfaction with the experience. This satisfaction generated stickiness intention and intention to recommend the influencers’ live shows. The effect of telepresence on experiential value was greater for followers less involved with the influencer’s content. This research is pioneering in comparing an established platform, Instagram, with the metaverse. Despite the greater experiential value provided by the metaverse, to increase its instrumental value metaverse spaces needs to be further developed.

Idioma: Inglés

DOI: 10.1007/s12525-023-00643-6

Año: 2023

Publicado en: ELECTRONIC MARKETS 33, 1 (2023), 29 [21 pp.]
ISSN: 1019-6781

Factor impacto JCR: 7.1 (2023)

Categ. JCR: MANAGEMENT rank: 44 / 407 = 0.108 (2023) - Q1 - T1
Categ. JCR: BUSINESS rank: 34 / 304 = 0.112 (2023) - Q1 - T1

Factor impacto CITESCORE: 14.8 - Business and International Management (Q1) - Marketing (Q1) - Management of Technology and Innovation (Q1) - Economics and Econometrics (Q1) - Computer Science Applications (Q1)

Factor impacto SCIMAGO: 1.671 - Economics and Econometrics (Q1) - Business and International Management (Q1) - Marketing (Q1) - Management of Technology and Innovation (Q1) - Computer Science Applications (Q1)

Financiación: info:eu-repo/grantAgreement/ES/DGA-FSE/S20-20R METODO Research Group
Financiación: info:eu-repo/grantAgreement/ES/MCIU/FPU18-02037
Financiación: info:eu-repo/grantAgreement/ES/MCIU/PID2019-105468RB-I00

Tipo y forma: Article (Published version)

Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)