New trend in online shopping: l-commerce (live stream commerce) and a model proposal for consumer adoption

The study aims to clarify the L-commerce phenomenon, emerging as a novel model in online shopping, and distinguish the attributes separated from other models. The L-commerce literature was also revisited. Past attempts mainly focused on the intention to purchase in live stream shopping platforms in far eastern provinces. The study also proposes enlightening how consumers can adapt and accept L-commerce in new markets. Accordingly, a conceptual model including technological (perceived ease of use and usefulness), psychological (perceived financial, social, psychological and time risk) and social (telepresence and social presence) components were brought forward based on the Technology Acceptance Model (TAM). It is expected to shed light on theoreticians, L-commerce platform managers and entrepreneurs.