How live streaming influences purchase intentions in social commerce: An IT affordance perspective

Sun, Yuan1,2; Shao, Xiang1; Li, Xiaotong3; Guo, Yue4; Nie, Kun1

2019-09-01

10.1016/j.elerap.2019.100886

Electronic Commerce Research and Applications   影响因子和分区

1567-4223

1873-7846

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.

IT affordance Customer engagement Live streaming Purchase intention Chinese social commerce

SCI ; EI ; SSCI

英语

ESI高被引

其他

Collaborative Innovation Center of Contemporary Business and Trade Circulation System at Zhejiang Gongshang University[16YXYP01]

Business & Economics ; Computer Science

Business ; Computer Science, Information Systems ; Computer Science, Interdisciplinary Applications

WOS:000489053400006

ELSEVIER

20193407350178

Commerce ; Purchasing

Social Sciences:971

Web of Science

1.Zhejiang Gongshang Univ, Sch Business Adm, Hangzhou, Zhejiang, Peoples R China
2.Zhejiang Gongshang Univ, Zheshang Res Inst, Hangzhou, Zhejiang, Peoples R China
3.Univ Alabama, Coll Business, Huntsville, AL 35899 USA
4.Southern Univ Sci & Technol, Shenzhen, Peoples R China

Sun, Yuan,Shao, Xiang,Li, Xiaotong,et al. How live streaming influences purchase intentions in social commerce: An IT affordance perspective[J]. Electronic Commerce Research and Applications,2019,37.

Sun, Yuan,Shao, Xiang,Li, Xiaotong,Guo, Yue,&Nie, Kun.(2019).How live streaming influences purchase intentions in social commerce: An IT affordance perspective.Electronic Commerce Research and Applications,37.

Sun, Yuan,et al."How live streaming influences purchase intentions in social commerce: An IT affordance perspective".Electronic Commerce Research and Applications 37(2019).