What Makes Viewers Engage in Live Streaming Shopping during and after the Pandemic: An Affordance Perspective

Ping Li; Seoyoun Lee; Kyung Young Lee; Sung Byung Yang; Younghoon Chang

doi:10.1007/s11628-023-00542-y

What Makes Viewers Engage in Live Streaming Shopping during and after the Pandemic: An Affordance Perspective

Ping Li, Seoyoun Lee, Kyung Young Lee, Sung Byung Yang, Younghoon Chang

Research output: Contribution to journal › Article › peer-review

4 Citations (Scopus)

Abstract

This study investigated the factors influencing the continuance intention of live streaming shopping (LSS) viewers. Based on affordance theory, a structural equation model examined the influence of shopping affordance and engagement on LSS viewers. This study also explored the viewers’ behavior during and after COVID-19 through multi-group analysis. Dual-process theory was borrowed to examine the moderating effect of streamers’ expertise and viewers’ attachment. The study contributes to affordance theory and LSS literature by analyzing 354 LSS viewers during and 320 after the pandemic, providing practical insights for managers and LSS platform users.

Original language	English
Pages (from-to)	963-1000
Number of pages	38
Journal	Service Business
Volume	17
Issue number	4
DOIs	https://doi.org/10.1007/s11628-023-00542-y
Publication status	Published - Dec 2023

Bibliographical note

Publisher Copyright:
© 2023, The Author(s), under exclusive licence to Springer-Verlag GmbH Germany, part of Springer Nature.

Keywords

Affordance theory
Continuance intention
During and after the pandemic
Emotional attachment to the streamer
Live streaming shopping
Streamers’ expertise

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10.1007/s11628-023-00542-y

Cite this

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What Makes Viewers Engage in Live Streaming Shopping during and after the Pandemic: An Affordance Perspective

Abstract

Bibliographical note

Keywords

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