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http://dx.doi.org/10.5392/JKCA.2022.22.02.734

The Effects of Live Commerce's IT Affordance on Interactivity, Immersion, and Purchase Intention  

Joo, Eunsin (와세다대학교 국제교양학부)
Publication Information
The Journal of the Korea Contents Association / v.22, no.2, 2022 , pp. 734-751 More about this Journal
Abstract
Live streaming is becoming increasingly popular as it is distributed through various platforms around the world. In particular, after the outbreak of the COVID-19, it has shown unprecedented growth in the domestic e-commerce sector. Building a theoretical model from the perspective of IT affordance, this study aims to examine how live streaming affordance influences users' purchase intentions through perceived interactivity and immersion. An online survey was conducted among South Koreans who had experience using live streaming commerce. Our results show that IT affordance, such as visibility, metavoicing, guidance shopping, had positive effects on purchase intentions through the serial mediation effects of perceived interactivity and immersion. Our study highlights the importance of understanding theoretical and practical implications of IT affordance for live streaming commerce.
Keywords
Live Streaming Commerce; IT Affordance; Immersion; Interactivity; Purchase Intention;
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Times Cited By KSCI : 6  (Citation Analysis)
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