This paper aims to examine the effect of live streaming, recently adopted by online clothing sellers to help sell clothes on the Facebook. Drawing on the literature in retailing, adoption behavior, and e-commerce, this paper proposes the framework to test the effect on customers’ perceived values, trust, and engagement intention. When shopping online, consumers are generally concerned with legitimacy of the vendor and authenticity of products or services (Chen and Dhillon 2002). Live streaming allows shoppers to view the seller’s face and expressions, background (e.g. clothes, furniture), as well as offered products that are not pre-recorded or edited prior to being presented in the online store. Due to the spontaneous, interactive nature of live streaming, viewers ask questions and receive answers from the page in almost real time (Wang et al. 2000), and the seller can use the feedback to respond to the need of customers better. Live streaming is expected to positively affect on customer’s perceived utilitarian value (authenticity, responsiveness). By merely viewing the seller showing, wearing, or putting different clothes on a mannequin can be fun and enjoyable like viewing the fashion show. Live streaming is expected to positively affect on customer’s perceived hedonic value (enjoyment). The act of shopping can also provide a symbolic benefit, as customers express their personal values, identity, self through the shopping experience (Chandon et al., 2000). Given that live streaming is not prevalent and used by general users, customers who participate in the live streaming may be perceived that they are innovative. Live streaming by possibly affecting customer hedonic, utilitarian, and symbolic value would be likely to positively affect trust and engagement intention. Trust can refer to the extent to which customers believe the web site is legal, ethical and credible and can protect their privacy(Wan, 2000). Trust can lead to positive feelings towards the online seller, and in turn can increase intention to revisit and purchase from the site (Chiu et al. 2009). Engaged people are generally those visiting the site frequently, spend substantial time on the site, and have many page views (Calder, Malthouse, and Schaedel 2009). The relationship of live streaming, and perceived values (customer hedonic, utilitarian, and symbolic value), trust, and engagement intention will be tested by conducting the survey with about 400 online shoppers. The data will be analyzed using the structural equation modeling. Results are expected to provide implications for the use of live streaming for online shopping. The study aims to examine the process underlying the effects of livestreaming on consumer trust and engagement. Livestreaming has potentials to bridge the gap between traditional and online shopping, allowing sellers and shoppers distant in space to interact and smoothening the online shopping experiences.

• Apiradee Wongkitrungrueng(Mahidol University International College, Thailand)