Live stream marketing and consumers' purchase intention: An IT affordance perspective using the S-O-R paradigm

Recent years have seen a shift in the online retail industry toward a greater emphasis on live marketing. The growth of social media commerce on the internet demonstrates the popularity of Livestream shopping. Although there has been a rise in interest in studying live streaming, a comprehensive mod...

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Published inFrontiers in psychology Vol. 14; p. 1069050
Main Authors Zhang, Lu, Chen, Min, Zamil, Ahmad M A
Format Journal Article
LanguageEnglish
Published Switzerland Frontiers Media S.A 01.02.2023
Subjects
IT affordance
live marketing
Psychology
purchase intention
social commerce
SOR
purchase intention
social commerce
live marketing
IT affordance
SOR
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Summary:Recent years have seen a shift in the online retail industry toward a greater emphasis on live marketing. The growth of social media commerce on the internet demonstrates the popularity of Livestream shopping. Although there has been a rise in interest in studying live streaming, a comprehensive model describing why consumers are willing to consistently employ this novel sales format has yet to be developed. Hence, the present study develops a model to determine the factors influencing consumers' live-stream shopping intention by employing the affordance lens and S-O-R model. The online data was collected through the Wenjuanxing website from the users of live-streaming platforms such as Taobao.com, Mogujie.com, and JD.com. Results showed that (  = 434): trust can be enhanced through visibility, metavoicing, trading affordance, guidance shopping and interactivity that consequently affects consumer purchase intention. In addition, this study highlights the theoretical and managerial implications for social commerce.
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Edited by: Shahid Nawaz, Islamia University of Bahawalpur, Pakistan
Reviewed by: Chihwen Wu, National Chung Hsing University, Taiwan; Ilhami Tuncer, Karamanoğlu Mehmetbey University, Türkiye; Attasit Patanasiri, Srinakharinwirot University, Thailand
These authors have contributed equally to this work
This article was submitted to Organizational Psychology, a section of the journal Frontiers in Psychology
ISSN:1664-1078
1664-1078
DOI:10.3389/fpsyg.2023.1069050