A holistic conceptualization of consumer waiting behavior in online live streaming platforms

Identifier:  TDX:4295

Handle: https://hdl.handle.net/20.500.11797/TDX4295

Authors:  Aride, Othmane

Abstract:
Waiting is a common and pervasive influence in people's lives. It takes place in a wide variety of contexts such as supermarkets queues, concerts crowds, waiting rooms, restaurants, phone calls, and on the Internet. Extensive research on waiting has been conducted over the last four decades. Nonetheless, the existing literature primarily focuses on specific manifestations of waiting in particular contexts, resulting in a limited number of studies that aim to understand waiting holistically. Moreover, the literature predominantly emphasizes a restricted range of responses to waiting and pays little attention to other crucial aspects. Furthermore, the influence of recent technological advancements on novel waiting situations remains insufficiently explored. To address these limitations, this thesis studies consumers’ waiting on the Internet, specifically in online live streaming platforms. The objective is to propose a holistic conceptualization of the effects of waiting on consumers. The study adopts a Grounded Theory methodology, which examines interactions among the users waiting together in the online live stream for extended periods. Utilizing NVivo software, qualitative analysis of the collected data enables the development of a comprehensive theory encompassing consumers' complete range of reactions to waiting. Furthermore, the study identifies new key types of responses to waiting. The research findings carry implications for researchers and practitioners across various fields, offering insights into the practical applications of these results in different conceptual and practical contexts. By shedding light on waiting phenomena in contemporary online environments, this study contributes to a deeper understanding of the impact of waiting on consumers.