Semantic Scholar Open Access 2019 895 sitasi

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

Yuan Sun Xiang Shao Xiaotong Li Yue Guo K. Nie

Abstrak

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.

Topik & Kata Kunci

Sociology Computer Science

Penulis (5)

Yuan Sun

Xiang Shao

Xiaotong Li

Yue Guo

K. Nie

Format Sitasi

APA MLA BibTeX

Sun, Y., Shao, X., Li, X., Guo, Y., Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. https://doi.org/10.1016/J.ELERAP.2019.100886

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Informasi Jurnal

Tahun Terbit: 2019
Bahasa: en
Total Sitasi: 895×
Sumber Database: Semantic Scholar
DOI: 10.1016/J.ELERAP.2019.100886
Akses: Open Access ✓