Chu, Hsunchi
A icle
Blending adi ional sales echniques wi h li es eam
comme ce: s a egies o pe sonal selling and s eame
engagemen
Cogen Business & Managemen
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Blending adi ional sales echniques wi h
li es eam comme ce: s a egies o pe sonal
selling and s eame engagemen
(The o iginal i le was ‘F om salespe son o s eame : he e olu ion o pe sonal
selling in li e s eam comme ce’)
Hsunchi Chu
To ci e his a icle: Hsunchi Chu (2024) Blending adi ional sales echniques wi h li es eam
comme ce: s a egies o pe sonal selling and s eame engagemen , Cogen Business &
Managemen , 11:1, 2417745, DOI: 10.1080/23311975.2024.2417745
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Cogen Business & ManageMen
2024, VoL. 11, no. 1, 2417745
Blending adi ional sales echniques wi h li es eam comme ce:
s a egies o pe sonal selling and s eame engagemen
(The o iginal i le was ‘F om salespe son o s eame : he e olu ion o pe sonal selling in li e
s eam comme ce’)
Hsunchi Chu
College o Managemen , Yuan Ze uni e si y, aoyuan Ci y, aiwan
ABSTRACT
The ad en o li es eam echnology signi ies a signi ican pa adigm shi in consume
engagemen and sales s a egies wi hin he digi al e a. This s udy explo es he
ans o ma ion om adi ional salespeople, known o hei di ec selling echniques, o
mode n-day li es eame s who le e age echnology o engage wi h a global audience.
Th ough pa icipan obse a ion and in-dep h in e iews, ou esea ch iden i ied i e
pi o al hemes ha unde sco e he inno a i e p ac ices and oles o li es eam
comme ce (LSC) s eame s: E ol ing Expe ise, Building Digi al Rappo , In e ac i e
Engagemen , Exclusi e Online O e s, and Con en -Cen ic Connec ion. These hemes
demons a e how li es eame s adep ly in eg a e and adap adi ional sales p inciples—
such as Adap i e Selling, Need Sa is ac ion, and Rela ionship O ien a ion—in o hei
digi al in e ac ions, ca e ing o e ol ing consume needs and p o iding unique
engagemen and alue c ea ion oppo uni ies. Ou indings highligh signi ican shi s
in sales oles, emphasizing he c ucial in eg a ion o digi al echnology and he
ans o ma ion o cus ome ela ionships in o deepe digi al connec ions. This s udy
showcases he essen ial ole o digi al cha isma in shaping he u u e o e ail, se ing
new s anda ds o conduc ing sales in e ac ions in he digi al age.
1. In oduc ion
Li es eam comme ce (LSC) has apidly eme ged as a globally p e e ed sales model since i s adop ion
by Taobao, a leade in China’s e-comme ce, in 2016. Combining en e ainmen wi h ins an pu chasing,
LSC p opelled o e 80 Taobao s o es o gene a e mo e han $7.4 million each by 2018, engaging nea ly
hal o China’s in e ne use s—app oxima ely 469 million (CCPIT, 2022; Hallanan, 2019). This success has
encou aged majo global b ands like L’O éal, P&G, and Nike o adop LSC, ans o ming e ail in e ac ions
and boos ing sales. The in luence o LSC is now expanding o he U.S. and Eu ope, eshaping he global
e ail landscape (Becdach e al., 2023). In he U.S., collabo a ions wi h in luence s on pla o ms such as
Amazon ha e heigh ened eal- ime cus ome engagemen , wi h LSC sales p ojec ed o each $50 billion
by 2023 and expec ed o g ow by 36% by 2026 (Holman & Huang, 2023; S a is a, 2024).
LSC signi ies a signi ican shi in digi al sales, me ging B2B and B2C sales h ough li e b oadcas s
whe e s eame s ac as salespeople (Si, 2021). Unlike adi ional online shopping, which elies on s a ic
images and desc ip ions, LSC u ilizes eal- ime ideo p esen a ions. This allows s eame s o p o ide
de ailed p oduc demons a ions and ins an cus ome in e ac ions ia in e ac i e cha s (Akın, 2024; Sun
e al., 2006). This o ma enhances he shopping expe ience by allowing pu chases du ing he li es eam
and c ea ing a sense o u gency wi h exclusi e deals a ailable only du ing he b oadcas s (Luo e al.,
2024; Yang & Lee, 2024).
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT Hsunchi Chu [email p o ec ed]. w College o Managemen , Yuan Ze uni e si y, aoyuan Ci y, aiwan
h ps://doi.o g/10.1080/23311975.2024.2417745
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
Recei ed 3 Ma ch 2024
Re ised 14 June 2024
Accep ed 13 Oc obe
2024
KEYWORDS
Li es eam comme ce;
s eame ; pe sonal selling;
adap i e selling; cus ome
ela ionship managemen ;
social comme ce
SUBJECTS
Wo ld Wide Web &
In e ne ; In e ne ;
In e ne /Digi al
Ma ke ing/e-Ma ke ing;
Consume Beha iou ;
Ma ke ing
MARkETING | RESEARCH ARTICLE
2 H. CHU
LSC ope a es on a ious pla o ms, including social media like Facebook, ideo pla o ms like TikTok,
and e-comme ce si es like Taobao and Amazon (Xue & Liu, 2023). This model is dis inguished om a-
di ional e-comme ce by i s use o eal- ime, li e con en , whe e s eame s con e sales he o ic in o
engaging con en ha cap i a es iewe s and d i es pu chases (Wongki ung ueng & Assa u , 2020).
U ilizing ad anced echnology, s eame s p esen p oduc s and in e ac wi h a as audience simul ane-
ously, a key ac o in he success o li es eams (He & Jin, 2024). Fo example, o me L’O eal salespe son
and p ominen Chinese s eame Li Jiaqi gene a ed a ansac ion olume o $2.9 billion in one nigh ,
a ac ing 460 million iewe s (TechNode Feed, 2022). The op i e LSC s eame s in China in 2021 gen-
e a ed abou 30% o he o al li e sales, highligh ing he signi ican impac o key indi iduals on he
g ow h o China’s LSC (Yimagazine, 2022).
LSC in oduces a no el e ail model ha me ges pe sonal selling wi h digi al echnology and social
in e ac ion, emphasizing he pi o al ole o s eame s in engaging iewe s and d i ing sales. This neces-
si a es ee alua ing adi ional sales oles and explo ing he alue c ea ion p ocess wi hin his inno a i e
amewo k (Wongki ung ueng e al., 2020). Despi e signi ican achie emen s in LSC h ough inno a i e
app oaches and echnologies, he e is a lack o ocus on he e olu ion o sales pe sonnel and s a egies
unde echnological ad ancemen s (Jiang & Wan, 2022). Addi ionally, while mos esea ch has concen-
a ed on le e aging social media o B2B sales and CRM managemen , he e is limi ed explo a ion o
li e-s eam selling’s po en ial (e.g., Schendziela z e al., 2022; Ba ne & To zek, 2023), and ew s udies
ha e in es iga ed he beha io al aspec s o s eame s o applied es ablished sales heo ies in hese new
digi al en i onmen s (Luo e al., 2023). Many s udies on LSC p ima ily ocus on he unc ional ea u es o
pla o ms, such as li es eaming capabili ies and social in e ac ions, and hei e ec s on consume beha -
io and ansac ional ac i i ies (Sun e al., 2006). Howe e , hese s udies equen ly o e look he complex
ole o sales pe sonnel in le e aging a wide ange o echnologies o in en i e selling echniques. To
add ess hese esea ch gaps, his s udy in es iga es he ollowing:
RQ 1: Wha alue do LSC s eame s p o ide o sa is y iewe s’ needs and achie e hei sales objec i es, le e aging
hei unique posi ion wi hin he digi al ecosys em?
RQ 2: To wha ex en can adi ional sales p inciples such as Adap i e Selling, Need Sa is ac ion, and Rela ionship
O ien a ion be applied o explain he beha io o LSC s eame s wi hin a digi al con ex , and how a e hese p inci-
ples adap ed o i he LSC en i onmen ?
RQ 3: Among he alues o e ed by LSC s eame s, which ha e eme ged due o ad ancemen s in in o ma ion ech-
nology, how do hese alues dis inguish hemsel es om adi ional e ail models, po en ially challenging he con-
en ional ole o sales and sales heo ies?
2. Li e a u e e iew
2.1. Li es eam comme ce
LSC is a bu geoning segmen o social comme ce ha h i es globally, p o iding an in e ac i e pla o m
ha no only showcases p oduc s bu also acili a es pu chases and engages iewe s in eal- ime. D i en
by social media, in luence s, and li e in e ac ions, LSC is apidly gaining ac ion on pla o ms such as
Amazon, Taobao, TikTok, and Facebook (Robe son, 2022). De ini ions o LSC a y; some esea che s con-
side i an inno a i e ex ension o e-comme ce ha me ges li e s eaming wi h ins an social in e ac ion,
enhancing he consume expe ience (Guo e al., 2021; Ho e al., 2022). O he s iew i as an aspec o
social comme ce ha me ges comme cial ac i i ies wi hin social ne wo king en i onmen s, emphasizing
he comme cial use o social pla o ms (Wongki ung ueng & Assa u , 2020). Despi e di e ing pe spec-
i es, he unique ea u e o p o iding eal- ime se ices by indi iduals o en emains unde explo ed in
academic discussions.
Luo e al. (2023) conduc ed a sys ema ic e iew o e ing a comp ehensi e analysis o he LSC land-
scape by examining 201 a icles o iden i y key ac o s shaping he LSC expe ience. These include cus-
ome mo i a ions, pe cei ed bene i s, us , s eame c edibili y, pla o m echnicali ies, social in luence,
and p esence. The s udy highligh s i e p ima y heo ies o unde s anding LSC dynamics: he
s imulus-o ganism- esponse model, which ocuses on en i onmen al s imuli; social p esence heo y,
COGENT BUSINESS & MANAGEMENT 3
which add esses social ac o s; uses and g a i ica ion heo y, which cen e s on cus ome mo i a ions;
pa a-social in e ac ion heo y, which examines pa a-social in e ac ions; and us ans e heo y, which
explo es he in luence o us on consume beha io .
The e iew e eals a signi ican esea ch imbalance, wi h 86.07% o he a icles ocused on unde -
s anding cus ome dynamics and only 4.48% examining s eame s a egies. This dispa i y unde sco es a
c i ical gap in how b ands and sales pe sonnel u ilize LSC o se ice inno a ion. Addi ionally, Table 1
syn hesizes he en mos ci ed LSC s udies om Luo e al.’s s udy (2023), e ealing he p ima y ocuses,
key a iables, and heo e ical amewo ks employed. Despi e ex ensi e esea ch on consume esponses
o s eame s and pla o m unc ionali ies, he e is a no able lack o explo a ion in o LSC’s po en ial as a
ool o inno a i e pe sonal selling and i s b oade implica ions o ma ke ing heo ies.
A ew s udies ha e begun o add ess his gap by explo ing new beha io al p o iles o s eame s in
LSC. Wongki ung ueng e al. (2020) o e a endo -cen ic pe spec i e on LSC, using a hyb id me hod-
ology o ca ego ize he di e se sales s a egies employed by s eame s on pla o ms like Facebook,
p o iding a comp ehensi e o e iew o endo p ac ices. Zhang, Huang e al. (2022) del e in o he
in ica e oles and cha ac e is ics o s eame s, applying g ounded heo y o highligh key quali ies
such as c edibili y, expe ise, and esponsi eness. They link hese ai s o ou undamen al oles: opin-
ion leade , spokespe son, in e ac i e iend, and salespe son, illumina ing he mul i ace ed na u e o
s eame engagemen . Fu he mo e, Wang e al. (2022) discuss how LSC enables me chan s o ailo
in e ac ions o consume p e e ences, he eby enhancing he shopping expe ience. S eame s, as i al
in e media ies, use hei unique iden i ies o boos shopping engagemen and in luence online pu -
chasing decisions, showcasing he dynamic in e play be ween s eame s a egy and consume beha -
io in LSC.
2.2. Pe sonal selling
The e ail landscape has d ama ically ans o med since he es ablishmen o he i s depa men s o e
by Ma shall Field in 1852. The e olu ion om small, amily-owned shops o b anded chain s o es, supe -
ma ke s, and he digi al e olu ion—epi omized by Amazon’s launch in 1995—has signi ican ly shi ed
he e ail ocus owa ds e-comme ce. This shi emphasized e iciency and s anda diza ion, educing eli-
ance on adi ional pe sonal selling models and demons a ing he easibili y o global sales ope a ions
wi hou di ec sales in e ac ions (Gau i e al., 2021). Howe e , he ecen ad en o LSC has eigni ed he
ele ance o sales pe sonnel by in eg a ing echnology o enhance he human elemen in sales.
His o ically, he selling p o ession has e ol ed signi ican ly, inco po a ing a ious sales philosophies
and me hodologies ha ha e eme ged since he ea ly 20 h cen u y (Monc ie & Ma shall, 2005).
Inno a ions such as Cus ome -O ien ed Selling (Saxe & Wei z, 1982), Adap i e Selling (Wei z e al., 1986),
Rela ionship O ien a ion (She h & Pa a iya , 1995), and Value-Based Selling (Te ho e al., 2012) ha e
p o oundly in luenced he ield. These inno a ions highligh he deep- oo ed impo ance o sales pe son-
nel in digi al con ex s like LSC, which emphasizes eal- ime in e ac ion, us -building, and ela ionship
cul i a ion.
The his o ical jou ney o selling, om ancien imes h ough a ious e as, including p oduc ion, sales,
and ma ke ing pe iods, showcases e ol ing selling philosophies ha e lec changing oles o sales in he
economy (Hawes e al., 2004). The e olu ion om agg essi e ac ics o ela ionship-based selling has
been shaped by shi s in cus ome expec a ions, globaliza ion, and ma ke agmen a ion (Leigh &
Ma shall, 2001). Today’s sales oles ocus on mode n selling philosophies like consul a i e selling and
ela ionship-building, despi e he highe cos s associa ed wi h pe sonal selling compa ed o digi al al e -
na i es (Román & Ma ín, 2008).
Explo ing he alignmen o di e gence o adi ional pe sonal selling heo ies wi h LSC p ac ices is
insigh ul. Models such as he AIDA model (Lewis, 1899), which emphasizes a en ion, in e es , desi e,
and ac ion, a e pa icula ly ele an in guiding LSC s eame s o s a egically design hei in e ac ions o
cap i a e and con e iewe s. The Beha io al Equa ion Theo y (Howa d & She h, 1969) and Buying
Fo mula Theo y (Dawson, 1970) sugges ha buying beha io s a e in luenced by b oade social en i on-
men s and indi idual p edisposi ions, indica ing ha LSC s a egies should adap o hese di e se con-
sume backg ounds using in o ma ion echnology and da a.
4 H. CHU
Table 1. op 10 mos ci ed s udies on LsC.
sou ce a icle i le an eceden s Media o s/Mode a o s ou comes heo y
Wongki ung ueng
and assa u (2020)
he ole o li e
s eaming in
building
consume us
and engagemen
wi h social
comme ce selle s
Pe cei ed alue o
li es eaming
us /na Cus ome
engagemen
Re ailing, adop ion
beha io , elec onic
comme ce
sun e al. (2006)How li e s eaming
in luences
pu chase
in en ions in
social comme ce:
an i a o dance
pe spec i e
Visibili y, me a- oicing,
guidance shopping
a o dance
imme sion, P esence/
na
Pu chase in en ion i a o dance
Pa k and Lin (2020) he e ec s o
ma ch-ups on
he consume
a i udes owa d
in e ne
celeb i ies and
hei li e
s eaming
con en s in he
con ex o
p oduc
endo semen
Wanghong-p oduc i ,
Li e con en -p oduc
i , sel -p oduc i
Wanghong
a ac i eness,
us wo hiness,
u ili a ian a i ude,
hedonic a i ude/
na
in en ion o buy Celeb i y endo semen ,
ma ch-up
hypo hesis
Kang e al. (2021) he dynamic e ec
o in e ac i i y
on cus ome
engagemen
beha io
h ough ie
s eng h:
e idence om
li e s eaming
comme ce
pla o ms
in e ac i i y ie s eng h/Popula i y,
enu e o
membe ships
Cus ome
engagemen
beha io
s imulus-o ganism-
esponse model,
ela ionship
ma ke ing heo y
Hu and Chaudh y
(2020)
enhancing
consume
engagemen in
e-comme ce li e
s eaming ia
ela ional bonds
social, s uc u al, and
inancial bonds
a ec i e commi men
o b oadcas e and
ma ke place/na
Consume
engagemen
s imulus-o ganism-
esponse model,
ela ionship
ma ke ing
Wongki ung ueng
e al. (2020)
Li e s eaming
comme ce om
he selle s’
pe spec i e:
implica ions o
online
ela ionship
ma ke ing
selle expe ise, selle
ela ionship
in es men ,
selle -cus ome
simila i y, Cus ome
ela ionship
Bene i s om
selle s, Cus ome
dependence on
selle s
us and
commi men ,
Rela ionship
sa is ac ion and
quali y/na
Pu chase in en ion,
cus ome loyal y,
selle pe o mance,
selle -cus ome
coope a ion
Rela ionship selling,
ela ionship
ma ke ing
Xu e al. (2020)Wha d i es
consume
shopping
beha io in li e
s eaming
comme ce?
s eame
a ac i eness,
pa a-social
in e ac ions,
in o ma ion quali y
Cogni i e assimila ion,
a ousal/na
Hedonic consump ion,
impulsi e
consump ion,
social sha ing
s imulus-o ganism-
esponse model
Zhang e al. (2020) he impac o li e
ideo s eaming
on online
pu chase
in en ion
Li e ideo s eaming
s a egy
Psychological dis ance,
pe cei ed
unce ain y/P oduc
ype
Pu chase in en ion Cons ual le el heo y
(Con inued)
COGENT BUSINESS & MANAGEMENT 5
Fu he mo e, heo ies like Need Sa is ac ion (Spi o e al., 1976) and Cus ome -O ien ed Selling (Saxe &
Wei z, 1982) emphasize he impo ance o unde s anding and add essing unique cus ome needs. These
needs may include shopping, p oduc knowledge, social in e ac ion, en e ainmen , and in e ac ions wi h
o he use s—elemen s c ucial in LSC’s in e ac i e pla o m (Wongki ung ueng e al., 2020). Adap i e
Selling (Wei z e al., 1986) suppo s he idea ha LSC s eame s should ailo hei app oaches based on
eal- ime eedback and iewe p e e ences. Rela ionship O ien a ion (She h & Pa a iya , 1995) and
Value-Based Selling (Te ho e al., 2012) ad oca e o building las ing ela ionships and a icula ing clea
alue p oposi ions.
This analysis highligh s ha , while adi ional sales heo ies p o ide a ounda ional unde s anding, he
unique dynamics o LSC necessi a e he in eg a ion o hese heo ies wi h new s a egies ailo ed o he
nuances o digi al and eal- ime consume engagemen . Unde s anding hese alignmen s and gaps no
only en iches he LSC discou se bu also o e s s a egic insigh s o enhancing s eame e ec i eness
and iewe expe ience in his bu geoning ield.
2.3. Pe sonal selling and LSC
In he e ol ing landscape o LSC, s eame s play a pi o al ole in me ging adi ional pe sonal selling
echniques wi h mode n digi al s a egies. Xue and Liu (2023) ca ego ize LSC s eame s in o wo g oups
based on hei popula i y: in luence s and non-in luence s. In luence s, who ha e highe con e sion a es
and e ec i ely p omo e b and popula i y a highe cos s, con as wi h non-in luence s, ypically ama-
eu s, who incu lowe cos s bu achie e lowe con e sion a es and b and each. This classi ica ion high-
ligh s he need o a comp ehensi e s a egy o maximize bene i s.
Echoing his di e en ia ion, Liu and Yu (2024) dis inguish be ween in luen ial s eame s and online
s o e s eame s, pa alleling in luence s wi h he capaci y o a ac iewe s and d i e sales. These s eam-
e s, unc ioning as bo h in e ac i e iends and salespeople, adop s a egies aligned wi h he p inciples
o ela ionship selling and cus ome -o ien ed selling (Saxe & Wei z, 1982). Th ough li e demons a ions
and eal- ime in e ac ions, s eame s e ec i ely add ess cus ome needs by educing p oduc unce ain y
and building us , a me hod ha esona es well wi h he p inciples o need sa is ac ion selling (Spi o
e al., 1976).
Wongki ung ueng e al. (2020) iden i y ou dis inc sales app oaches employed by s eame s:
ansac ion-based, pe suasion-based, con en -based, and ela ionship-based. These app oaches adap a-
di ional selling echniques o he digi al en i onmen o LSC, allowing s eame s o ailo hei sales
p esen a ions based on eal- ime audience eedback o enhance sales e ec i eness (Li e al., 2022).
Amid hese s a egies, cha isma eme ges as a c ucial elemen ha signi ican ly enhances a s eame ’s
e ec i eness, seamlessly in eg a ing in o he exis ing discussion. Recognized o i s impac on pe o -
mance (Pause e al., 2018), cha isma is mani es ed h ough a s eame ’s engaging pe sonali y and
sou ce a icle i le an eceden s Media o s/Mode a o s ou comes heo y
Hou e al. (2019)Fac o s in luencing
people’s
con inuous
wa ching
in en ion and
consump ion
in en ion in li e
s eaming:
e idence om
China
in e ac i i y, social
s a us display
Con inuous wa ching
in en ion,
consump ion
in en ion/na
Humo appeal, sex
appeal
uses and g a i ica ion
heo y
Lu and Chen (2021)Li e s eaming
comme ce and
consume s’
pu chase
in en ion: an
unce ain y
educ ion
pe spec i e
Physical cha ac e is ic
simila i y, alue
simila i y
P oduc unce ain y,
us /na
Pu chase in en ion signaling heo y,
unce ain y
li e a u e
na, no a ailable. sou ce: summa y compiled by he au ho s o his s udy.
Table 1. Con inued.
6 H. CHU
a ac i e appea ance, ac o s ha p o oundly in luence iewe s’ a i udes owa d he LSC expe ience (Li
e al., 2023; Feb iyan o o e al., 2024). Cha isma ic s eame s c a unique pe sonas and s age compelling
pe o mances, cap i a ing iewe s and d i ing engagemen and sales. This aspec o s eame s a egy,
aligning wi h he Value-Based Selling app oach (Te ho e al., 2012), emphasizes deli e ing alue ha
esona es pe sonally wi h consume s, highligh ing he blend o en e ainmen and pe sonalized shop-
ping o e ed in LSC.
By examining hese dynamics, adi ional pe sonal selling heo ies a e shown o s ill play a undamen-
al ole in LSC, albei adap ed o he nuances o digi al in e ac ion and iewe engagemen . The in eg a-
ion o cha isma in o s eame s a egies en iches he LSC model, showcasing how adi ional sales
p inciples a e ans o med o mee he demands o oday’s digi al ma ke place.
3. Me hodology
Ou s udy u ilizes a quali a i e me hodology o explo e he in ica e in e ac ions be ween s eame s and
iewe s om a pe sonal selling pe spec i e, a subjec ha emains unde explo ed in exis ing li e a u e.
The quali a i e app oach is pa icula ly adep a e ealing he nuanced beha io s o s eame s and how
hese beha io s in e play wi h adi ional pe sonal selling heo ies and mode n echnological ad ance-
men s (C eswell & Po h, 2016). This me hod allows o a de ailed unde s anding o he s a egies and
alues s eame s employ in an online en i onmen .
Fo da a collec ion, we employed wo p ima y echniques: pa icipan obse a ion and consume
in e iews. Pa icipan obse a ion in ol es imme sing ou sel es in he s udy en i onmen o an
ex ended pe iod, acili a ing a deepe and mo e nuanced unde s anding o he subjec ma e (Pa on,
2002). This imme si e app oach is c ucial o gaining a comp ehensi e iew o he phenomena unde
in es iga ion and iden i ying unde lying mo i a ions. Consume in e iews complemen his me hod by
p o iding di ec insigh s om iewe s, allowing us o explo e hei expe iences and pe cep ions in de ail.
3.1. Pa icipan obse a ion
Acco ding o he Ma ke In elligence and Consul ing Ins i u e (2021), o e 70% o in e ne use s in Taiwan
ha e engaged in LSC, p edominan ly on pla o ms such as Facebook, YouTube, Shopee, LINE, and
Ins ag am. Since 2020, we ha e ac i ely pa icipa ed on hese pla o ms, as well as on eme ging pla -
o ms like Taobao and TikTok in Taiwan. Ou in ol emen ex ended beyond me e obse a ion; we
engaged di ec ly by pu chasing p oduc s and s eaming ou sel es. This dual ole as bo h s eame and
iewe o e s in aluable insigh s in o he essence o LSC and he ope a ional nuances o di e en pla -
o ms, om sys em p epa a ion be o e li es eams o con en planning, in en o y managemen , and
logis ics o paymen and deli e y. Ou pa icipan obse a ion included conduc ing li e sales sessions
o aling o e 12 hou s and pu chasing app oxima ely 20 i ems om o he s eame s.
Gaining a deep amilia i y wi h he subjec be o e conduc ing quali a i e esea ch is essen ial. Such
amilia i y allows o he o mula ion o ele an esea ch ques ions, he use o app op ia e e minology
du ing in e iews, and accu a e in e p e a ion o pa icipan s’ esponses (Pa on, 2002). The dynamic and
e ol ing na u e o LSC, subjec o he in oduc ion o new unc ionali ies a any ime, unde sco es he
impo ance o his p epa a o y phase. Ou ac i e pa icipa ion in LSC p o ided us wi h a comp ehensi e
unde s anding o pla o m-speci ic ea u es, e minologies ela ed o li e pu chases, p ominen s eame s,
and p e alen LSC models. This backg ound knowledge signi ican ly enhanced ou abili y o e ec i ely
engage wi h in e iewees, acili a ing iche da a collec ion. Fu he mo e, in e iewees we e mo e com-
o able and o hcoming in hei esponses, knowing hey we e speaking wi h esea che s well- e sed in
and en husias ic abou LSC, he eby con ibu ing o mo e p oduc i e in e iew sessions.
3.2. In e iew pa icipan s
In his s udy, we employed a s a egic combina ion o pu posi e and snowball sampling echniques o
collec da a. Ou pa icipan pool included 22 Taiwanese indi iduals who had made pu chases ia LSC
pla o ms. The ages o hese in e iewees anged om 21 o 46 yea s, wi h an a e age age o 31, aligning
COGENT BUSINESS & MANAGEMENT 7
wi h he co e LSC use demog aphics as iden i ied by he Ma ke In elligence and Consul ing Ins i u e
(2021). Pa icipan s quali ied o he s udy i hey had engaged in LSC o a leas a yea , comple ed a
minimum o i e ansac ions, and used LSC se ices wi hin he las yea . Da a we e ga he ed h ough
in-pe son and online ideo in e iews conduc ed om Ma ch 2022 o July 2023, each las ing abou
1.4 hou s. In o med consen was ob ained o ally om all pa icipan s in ol ed in he s udy. A summa y
o esponden s’ basic in o ma ion is p o ided in Table 2.
This s udy was exemp om e hical e iew app o al unde he esea ch e hics e iew law, he ‘Human
Subjec s Resea ch Ac (28 Decembe 2011)’ in Taiwan, as consume in e iew su eys do no all unde
he de ini ion o ‘human subjec esea ch,’ which pe ains o ob aining, in es iga ing, analyzing, o using
human specimens o an indi idual’s biological beha io , physiological, psychological, gene ic, o medical
in o ma ion. Speci ically, acco ding o Taiwan Food & D ug Adminis a ion Announcemen No. 1010265075,
he pa icipan s did no mee he c i e ia equi ing e hical e iew. They we e no subjec ed o any med-
ical in e ac ions o in e en ions beyond hei usual ca e, and hei indi idual iden i ies a e no disce n-
ible om he published da a.
The ini ial phase o pa icipan ec ui men in ol ed in i ing business cou se s uden s, esul ing in
ou olun ee s wi h LSC pu chasing expe ience. Howe e , p e-in e iew sc eening excluded wo s uden s
due o insu icien LSC pu chasing ac i i ies. Subsequen in e iews led o e e als om hese pa ici-
pan s, ex ending ou pa icipan ne wo k h ough snowball sampling. This me hod e en ually added 20
addi ional quali ied indi iduals, o aling 22 pa icipan s. E o s we e made o ensu e sample di e si y,
ul ima ely including h ee s uden s, 18 wo king p o essionals, and one unemployed indi idual. This ig-
o ous selec ion p ocess led o he exclusion o 66 po en ial pa icipan s due o hei lack o signi ican
LSC expe ience. Pa icipa ion was olun a y, and no incen i es we e o e ed.
The quali a i e esea ch app oach bene i s om a ich and di e se sample ha e lec s a b oad ange
o pe spec i es, which is mo e aluable han a la ge sample size, as a gued by Pa on (2002). Ou use o
snowball sampling was ins umen al in eaching speci ic g oups such as LSC iewe s, ollowing ecom-
menda ions by Bie nacki and Waldo (1981) and A kinson and Flin (2001) o access ha d- o- each pop-
ula ions. This me hod, aligned wi h he p inciples ou lined by Gues e al. (2006), is c ucial o a aining
da a sa u a ion and ho oughly explo ing LSC iewe mo i a ions and expe iences.
Fo he in e iews, we adop ed a guided me hodology, as classi ied by Pa on (2002), which includes
in o mal con e sa ional, guided, and s anda dized open-ended in e iews. This choice was based on he
speci ic goals o ou s udy and he a ailabili y o su icien backg ound in o ma ion o o m an in e iew
Table 2. summa y o esponden s.
no in e iewee age gende occupa ion
Pe iod o LsC
expe ience Pu chase equency
1 Be h 21 Female s uden 2 yea s Mon hly
2 alice 23 Female s uden 3 yea s Bi-mon hly
3 Quinn 25 Male s uden 1 yea Weekly
4 ian 27 Male a med Fo ces Membe 4 yea s Mon hly
5Ryan 27 Male PR specialis 3 yea s Bi-weekly
6 ina 28 Female Job seeke 1.5 yea s Mon hly
7 ulysses 28 Male Financial analys 2 yea s Weekly
8na e 28 Male go e nmen employee 3 yea s Mon hly
9 Lucas 28 Male De ence Pe sonnel 3 yea s Mon hly
10 Paige 29 Female C ea i e Designe 2 yea s Bi-weekly
11 sa a 29 Female s ay-a -Home Pa en 2 yea s Mon hly
12 Cha lo e 31 Female Hospi ali y sec o Wo ke 4 yea s Weekly
13 Jack 32 Male Culina y indus y Wo ke 3 yea s Bi-mon hly
14 Wya 32 Male Re ail sales associa e 5 yea s Weekly
15 Diana 36 Female supply Chain Coo dina o 4 yea s Bi-weekly
16 Fiona 34 Female adminis a i e s a 3 yea s Weekly
17 geo ge 34 Male echnical enginee 3 yea s Mon hly
18 Ve a 34 Female Comme cial sales
Rep esen a i e
3 yea s Bi-weekly
19 Mia 37 Female educa o 4 yea s Bi-mon hly
20 osca 35 Male Logis ics sec o employee 2 yea s Weekly
21 Kyle 39 Male gas onomy indus y
P o essional
5 yea s Mon hly
22 Hen y 46 Male D i e 2 yea s Mon hly
14 H. CHU
Thi dly, li es eam selling equips sales pe sonnel wi h ools such as eal- ime p oduc demons a ions
and in e ac i e engagemen , os e ing unique cus ome ela ionships and enhancing he buying expe i-
ence. The heme o Exclusi e Online O e s illus a es how digi al ools c ea e no el sales me hods,
di e ging om adi ional app oaches (He e al., 2023).
These hemes collec i ely a icula e he e ol ing oles in li es eam sales, ex ending he salespe son’s
ole o nu u ing long- e m ela ionships, p o iding ailo ed solu ions, and os e ing a communi y
among iewe s. The shi om ansac ional exchanges o ela ional expe iences unde sco es a majo
ans o ma ion in sales, le e aging digi al inno a ion o enhance cus ome engagemen and
sa is ac ion.
5.1. Theo e ical implica ions
Ou esea ch highligh s signi ican gaps in sales li e a u e, pa icula ly he lack o in eg a ion o pe sonal
selling wi hin he LSC amewo k. T adi ional heo ies mus e ol e o include he complexi ies o digi al
engagemen , con en c ea ion, and echnological p o iciency.
Cus ome Rela ionship Managemen (CRM) heo ies need upda ing o e lec eal- ime in e ac ions
and da a analy ics capabili ies o li es eam pla o ms, enabling dynamic cus ome ela ionship manage-
men (He e al., 2023). Adap i e Selling should be expanded o include adap i e con en s a egies whe e
sales app oaches a e modi ied in eal- ime based on digi al in e ac ions (Nguyen e al., 2022).
Fu he mo e, Pe sonal Selling heo ies should e ol e o include digi al appo -building s a egies c u-
cial in li es eam se ings. This in ol es using digi al s o y elling and sha ing pe sonal expe iences o
esona e deeply wi h he audience, os e ing us and appo (Wongki ung ueng & Assa u , 2020). The
expanded heo y should also acknowledge he oles o en e ainmen and educa ion as essen ial com-
ponen s o he sales p ocess, indica i e o how mode n digi al sales en i onmen s blend in o ma ion
dissemina ion wi h communi y building.
By in eg a ing hese elemen s—immediacy o eedback, ex ensi e audience each, and in e ac i e
capabili ies—in o adi ional sales heo ies, we can mo e e ec i ely unde s and and apply hese ools in
con empo a y sales s a egies. This heo e ical ad ancemen is i al o accu a ely ep esen ing he
changing landscape o sales oles and s a egies amid digi al ans o ma ions, pa icula ly in en i on-
men s domina ed by li es eam comme ce.
5.2. P ac ical implica ions
The shi owa ds LSC necessi a es a ecalib a ion o skills o s eame s, sales p o essionals, and pla o m
de elope s o e ec i ely engage audiences and op imize sales p ocesses. S eame s and sales p o ession-
als mus enhance hei echnical p o iciency wi h s eaming ools and so wa e o p o icien ly u ilize
eal- ime edi ing, analy ics, and in e ac i e ea u es. De eloping a deep unde s anding o da a analy ics
is essen ial o ailo ing s a egies based on iewe beha io and eedback, as highligh ed by He e al.
(2023), who emphasize he ole o da a in op imizing iewe engagemen s a egies. Addi ionally, skills
in digi al s o y elling and con en cus omiza ion a e c ucial o c ea ing compelling and pe sonalized
expe iences ha cap u e and e ain iewe in e es , a s a egy suppo ed by Wongki ung ueng and
Assa u (2020) in hei discussion on building digi al appo .
Pla o m de elope s should ocus on in oducing ad anced analy ical ools ha p o ide deepe
insigh s in o iewe p e e ences and beha io s, allowing o dynamic con en adjus men s. Enhancing
e-comme ce in eg a ion o s eamline he pu chasing p ocess wi hin li es eams is c i ical, alongside
de eloping inno a i e in e ac i e ea u es such as augmen ed eali y ials and imp o ed li e cha unc-
ions o en ich he use expe ience, as sugges ed by Si (2021).
Ma ke e s and sales s a egis s a e encou aged o in eg a e con en -cen ic app oaches in hei cam-
paigns, le e aging na a i e-d i en con en o highe iewe engagemen and con e sion a es. S a egies
should also include building digi al appo h ough pe sonal s o y elling and in e ac i e sessions, along-
side inco po a ing exclusi e, ime-sensi i e p omo ions o c ea e u gency and enhance he appeal o
li es eam sessions, a concep echoed by Spi o e al. (1976), who discuss he need o adap i e selling
s a egies in mode n sales en i onmen s.
COGENT BUSINESS & MANAGEMENT 15
O ganiza ions should in es in specialized aining p og ams o hei sales o ce o ensu e hey a e
equipped wi h he necessa y digi al and con en -c ea ion skills needed o h i e in a digi al sales en i-
onmen . T aining in cul u al sensi i i y is also c i ical o b ands ope a ing globally o ensu e con en is
app op ia ely ailo ed and espec ul ac oss di e se iewe bases.
6. Conclusion
This s udy has explo ed he ans o ma i e impac o li es eam comme ce, highligh ing how digi al
echnologies ede ine sales oles and s a egies. Ou analysis shows ha LSC c ea es an imme si e shop-
ping expe ience ha in eg a es en e ainmen , educa ion, and pe sonalized engagemen , se ing new
s anda ds o digi al sales in e ac ions. These indings call o an e olu ion in sales heo ies o add ess
he complexi ies o digi al pla o ms and unde sco e he need o ongoing adap a ion in sales s a egies
o emain e ec i e in he apidly changing digi al landscape.
7. Limi a ions and sugges ions o u u e s udies
While ou s udy o e s insigh s in o Taiwanese LSC p ac ices, i s ocus may limi he gene alizabili y o
indings. Fu u e esea ch should expand o include di e se global ma ke s o be e unde s and egional
di e ences in LSC adop ion. Addi ionally, he apid e olu ion o echnology sugges s ha ou indings
may become ou da ed; ongoing esea ch in o new echnologies’ impac on LSC is necessa y. To s ay
ele an , subsequen s udies should in es iga e how upda es and inno a ions in li es eam pla o ms
in luence use engagemen and sales ac ics. Mo eo e , inco po a ing quan i a i e me hods could com-
plemen ou quali a i e indings, p o iding a b oade da a se o alida ing and expanding upon he
iden i ied hemes.
Fu u e s udies could also explo e he in eg a ion o LSC wi h o he digi al ma ke ing and sales chan-
nels o asce ain syne gis ic e ec s and po en ial compe i ion. This would help delinea e he unique
con ibu ions o LSC wi hin he b oade e-comme ce ecosys em and iden i y s a egic oppo uni ies o
businesses.
Unde s anding cul u al nuances is c i ical o global LSC ope a ions. In es iga ing how cul u al di e -
ences a ec iewe beha io and engagemen in di e en egions could o e aluable insigh s o cus-
omizing con en and in e ac ions o ca e o di e se audiences.
Add essing hese limi a ions will enhance he comp ehensi eness o LSC esea ch, ensu ing ha he-
o e ical and p ac ical ecommenda ions emain applicable and obus in he ace o apid digi al e olu-
ion and ma ke a iabili y.
Disclosu e s a emen
The e a e no con lic s o in e es o decla e.
Funding
No unding was ecei ed.
Abou he au ho
Hsunchi Chu is an Assis an P o esso a Yuan Ze Uni e si y, Taiwan. He has collabo a ed wi h companies such as
Alibaba, Disney, and Muji, ocusing on eme ging consume beha io s and echnology-d i en business models. His
esea ch has been ea u ed in jou nals like he Jou nal o Business Resea ch and he Eu opean Jou nal o Ma ke ing.
ORCID
Hsunchi Chu h p://o cid.o g/0000-0001-6830-3153
16 H. CHU
Da a a ailabili y s a emen
The da a ha suppo he indings o his s udy a e a ailable on eques om he co esponding au ho , Hsunchi
Chu. The da a include in e iew esul s wi h pe sonal in o ma ion emo ed o p o ec pa icipan s’ p i acy.
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