The Future of e-Commerce: Live Stream Shopping and Purchase Intention Post-COVID-19

10.7903/ijecs.2129

Angela Kit-Fong Ma；Wenyue Liao；Zhaole Liu

Live Stream Shopping ； Situational Involvement ； Consumer Immersion ； Purchase Intention ； IT Affordance

International Journal of Electronic Commerce Studies

13卷3期（2022 / 09 / 01）

1 - 38

英文

From the perspectives of IT Affordances, this paper attempts to explore the influence of the characteristics of live streaming on purchase intention, and to consider the elements required for live streaming service and customers' perceptions thereof in post-COVID-19. Through empirical research, this study establishes a framework emphasizing the major factors promoting customer immersion and the moderating effect of situational involvement that contributes to customer purchase intention in a live stream commerce context. The research model was tested using structural equation model analysis. Based on 428 valid responses, we identify that the quality of live streaming has a direct significant effect on customers' purchase intention. Specifically, relationship between platform stability, customer relationship, anchors' professional knowledge, and purchase intention is significant positive from the Affordance perspectives. The results emphasize the importance of platform stability which allows real-time communication, in-depth interaction, and real scenes for the benefits of sellers using such internet platforms.

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