功能可见性
透视图(图形)
社会商业
直播流媒体
能见度
微博
业务
社会化媒体
广告
计算机科学
人机交互
万维网
多媒体
人工智能
光学
物理
作者
Yuan Sun,Xiang Shao,Xiaotong Li,Yue Guo,Kun Nie
标识
DOI:10.1016/j.elerap.2019.100886
摘要
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.
科研通智能强力驱动
Strongly Powered by AbleSci AI