Shoppertainment and Live Commerce

The rapid development of digital technologies has transformed traditional retail into highly interactive and immersive environments. Among the most significant innovations in modern e-commerce is shoppertainment, which integrates entertainment, social interaction, and purchasing opportunities into a unified consumer experience. Live commerce, a major component of shoppertainment, enables real-time product demonstrations, influencer interaction, and immediate purchasing decisions. This study examines how shoppertainment influences consumer behavior by combining entertainment elements with marketing strategies. Drawing on established consumer behavior theories, including the Stimulus–Organism–Response (S–O–R) model, Flow Theory, and Social Presence Theory, this research explains the psychological and emotional mechanisms that drive engagement and impulse buying. The study also discusses the managerial implications and ethical considerations associated with shoppertainment practices. This research provides a comprehensive conceptual understanding of shoppertainment as an emerging retail strategy shaping the future of digital commerce.