How live streaming influences purchase intentions in social commerce: An IT affordance perspective
By Yuan Sun, Xiang Shao, Xiaotong Li, Yue Guo, K. Nie. Electronic Commerce Research and Applications, 2019
970 citations recorded by the source corpus.
Abstract As a new form of social commerce, live streaming shopping is becoming increasingly popular among Chinese consumers, which has aroused great interest among practitioners and researchers. Building a theoretical model from the perspective of IT affordance, our study examines how live streaming influences social commerce customers’ purchase intentions in China. We empirically measure the model by surveying customers who have shopped via live streaming shopping platforms including Taobao.com , JD.com , Mogujie.com , and Sina Microblog. Our results show that visibility affordance, metavoicing affordance, and guidance shopping affordance can influence customer purchase intention through live streaming engagement. Our study highlights the importance of understanding the implications of IT affordance for social commerce.
Subfields: Information Systems and Management, Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/7cafb99f476aaf2a3678aea06fbbce116b356fb2
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Citations in the corpus
- Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework (2021, background): “Currently, most scholars believe that the main influencing factor of live streaming is the charm of live streamers [1,5,6,13,16].”
- A Study on the Impact of Linguistic Persuasive Styles on the Sales Volume of Live Streaming Products in Social E-Commerce Environment (2021, background): “Given a major challenge online retailers face in stimulating consumers’ purchase intention [22], Sun [23] et al. proposed that, from the perspective of IT support, the three aspects of technical support, including guided shopping, voice comments, and visualization in live streaming, can positively a”