Revolutionizing Retail with Live Streaming: A Study of Indian Consumer Insights

Authors

  • Sunil Sunil Department of Commerce, College of Vocational Studies, University of Delhi, New Delhi, India
  • Shemphang Wann Lyngdoh Department of Commerce, Shaheed Bhagat Singh Evening College, University of Delhi, Sheikh Sarai Phase-II, New Delhi, India

DOI:

https://doi.org/10.32479/irmm.18639

Keywords:

Influencers, Streamers, Live Streaming, Commerce, Technology

Abstract

The purpose of the study is to explore the growth prospects and future of live streaming commerce in India. The study aims to analyze consumer insights, examine the technological influences, investigate the roles of intermediaries, and explore marketing strategies to boost live streaming commerce in India. A sample of 730 respondents was randomly selected from Delhi and the National Capital Region (NCR) in India. After summarizing the data, factor analysis using the principal component method was conducted in SPSS. An analysis of correlation matrix has also been done. The study identified five components i.e. Trustful Engagements and Seamless Purchase Experience (TE and SPE), Exclusive Offers, Live Interaction, and Community Engagement (EOLI and CE), Impulsive Purchases, Misleading Endorsements, and Privacy Risks (IPME and PR), Subpar Product Quality and Flawed Delivery/Return Policies (SPQ and FDRP), and Insufficient Information Leading to Missed Opportunities (IILMO). Live streaming commerce in India is still in its nascent stage. Viewers face trust issues, and trust is one of the key elements in live streaming commerce. Since consumers are often in distant locations and cannot physically inspect products, influencer’s role becomes pivotal in successful transactions. A truly professional approach with a high level of integrity can help boost the live streaming business. However, unscrupulous practices, such as misleading endorsements for personal gain by streamers, have had a cascading effect on trust issues.

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Published

2025-06-23

How to Cite

Sunil, S., & Lyngdoh, S. W. (2025). Revolutionizing Retail with Live Streaming: A Study of Indian Consumer Insights. International Review of Management and Marketing, 15(4), 36–44. https://doi.org/10.32479/irmm.18639

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