The phenomenon of Live Video Shopping (LVS) has gained increased attention in recent years. Sinceapproximately 2017, the Chinese market has brought LVSto the attention of the public. In terms of overall market share, LVS was projected to account for roughly 20% of the overalle-commerce volume in Chinauntil 2021. Despite that, within Europe LVS has not seen such rapid growth and seems to be still a neglected domain,both in practice and in academia.Most academic research on LVS has originated in China and took place in an Asian setting. From a European standpoint, these findings can onlyserve as a starting point for further researchdue to cultural differences. Sincemost extant research on the topic of LVS adopted a quantitative research design, we could clearly identify a lack of qualitative studies in a European context. Therefore, our study aims to fill this research gap by investigating European consumersperceived value of LVS and their motivations to engage in it. A qualitative research design is particularly suitable for the exploratory nature of ourresearch. For the collection of data, we conducted three synchronous online focus groups through purposive sampling of European participants. In addition to that, and as a triangulation for our data sources, Pål Burman, the CEO of the LVS provider Zellma, was interviewed. With this we were able to includedifferent perspectives on the topic. It also helped us to increase thevalidityofthemanagerial implications.Usingthematic analysis, we could identify themes that theparticipants associated with the concept of LVS. The findings suggest that the perceived value of LVS for European consumers is not indisputable. Based on the theoretical concept of perceived value,LVS has to solve the trade-off between give and get components. This means that the committed time for attending an LVS stream has to be compensated by certainbenefits, such asdiscounts, enhanced product information, exclusivity of content,or inspiration. By using the theoretical framework of Uses and Gratifications Theory (UGT), we were able to divide the motivations of European consumers to engage in LVS in three types of gratifications: hedonic, utilitarian, and social. As opposed to prior Asian research on the topic, social gratifications only played a minor role forEuropean consumers. Reasons for an interaction between the viewer and the broadcaster were primarily product-related and utilitarian by nature. Engagement for the sake of social motives could not be confirmed. Utilitarian gratifications desired byEuropean consumers were mainly connected to theobtainment of enhanced production information, leading to more informed purchase decisions. Hedonic motivations were for exampleentertainmentand inspiration. When connecting UGT to the TechnologyAcceptance Model (TAM), we have also been able to identify consumers' approachesto LVS as a new technology.Crucial here weretheperceived ease of use and perceived usefulnessof LVS.It was shown that consumers require LVS to be as easy or easier than normal e-commerce shopping is already.LVS would further be perceived as useful if it could provide the viewers with something uniquethat old technologies are not able to provide.Asa new digital phenomenon, itis expected to serve as a complement to physical and online stores. In fact, LVS might not only serve as a platform of sales, but also tocreate long-lasting relationships between a brand and its consumers with consumer engagementas a main desired outcome.

Denna studie är en undersökning om hur Covid-19 pandemin har förändrat kundupplevelsehantering för svensk hemelektronikhandel. Vidare undersöks hur svenska hemelektronikföretag och konsumenter svarat och agerat på dessa förändringar. Forskningen har använt triangulerande datainsamlingsmetoder. Kvantitativ data har samlats in genom enkätundersökningar med konsumenter. Kvalitativ data har samlats in från intervjuer med representanter på svenska hemelektronikföretag. Studien ägde rum under Covid-19 pandemin och utfördes därmed på distans med hjälp av digitala verktyg. Studiens resultat tyder på att Covid-19 pandemin lett till ett hopp på tre år i utvecklingen av handeln inom hemelektronik och därmed bidragit med en övergång från interaktion via fysiska butiker till digitala kanaler. Företag inom hemelektronik har även fokuserat mindre på hur konkurrenter agerat och mer på vad konsumenter efterfrågar. Detta har lett till utveckling av nya kanaler och helt nya sätt att interagera med kunder. De nya kanalerna integrerar mänsklig natur i dess interaktion genom video samt direkt kommunikation mellan kund och anställd. Kunder är mer nöjda med deras upplevelser hos företagen under pandemin än innan pandemin och företagen förutspås fortsätta i den utveckling pandemin bidragit till. / This study investigates how the Covid-19 pandemic has changed customer experience management for the Swedish consumer electronics trade. It also examines how Swedish consumer electronics companies and consumers have responded and acted on these changes. The research has used triangulating data collection methods. Quantitative data have been collected through surveys with consumers. Qualitative data have been collected from interviews with representatives of Swedish consumer electronics companies. The study took place during the COVID-19 pandemic and was thus carried out remotely using digital tools. The results of the study indicate that the Covid-19 pandemic has led to a three-year jump in the development of trade in consumer electronics and thus contributed to a transition from interaction via physical stores to digital touchpoints. Home electronics companies have also focused less on how competitors have acted and more on what consumers demand. This has led to the development of new touchpoints and completely new ways of interacting with customers. The new touchpoints integrate human nature in its interaction through video and direct communication between customer and employee. Customers are more satisfied with their experiences with companies during the pandemic than before the pandemic and the companies are predicted to continue in the development the pandemic has contributed to.