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: Journal Publication › 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	Accepted/In press - 2023

Keywords

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

ASJC Scopus subject areas

Business and International Management
Strategy and Management

Access to Document

10.1007/s11628-023-00542-y

Cite this

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title = "What makes viewers engage in live streaming shopping during and after the pandemic: an affordance perspective",

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{\textquoteright} behavior during and after COVID-19 through multi-group analysis. Dual-process theory was borrowed to examine the moderating effect of streamers{\textquoteright} expertise and viewers{\textquoteright} 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.",

keywords = "Affordance theory, Continuance intention, During and after the pandemic, Emotional attachment to the streamer, Live streaming shopping, Streamers{\textquoteright} expertise",

author = "Ping Li and Seoyoun Lee and Lee, {Kyung Young} and Yang, {Sung Byung} and Younghoon Chang",

note = "Funding Information: This work was supported by Foreign High-Talent Subsidy Program—Beijing Municipal Government (Grant No: J202114) and the National Natural Science Foundation of China (Grant No: 72172013, 72110107003). Publisher Copyright: {\textcopyright} 2023, The Author(s), under exclusive licence to Springer-Verlag GmbH Germany, part of Springer Nature.",

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doi = "10.1007/s11628-023-00542-y",

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AU - Li, Ping

AU - Lee, Seoyoun

AU - Lee, Kyung Young

AU - Yang, Sung Byung

AU - Chang, Younghoon

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PY - 2023

Y1 - 2023

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What makes viewers engage in live streaming shopping during and after the pandemic: an affordance perspective

Abstract

Keywords

ASJC Scopus subject areas

Access to Document

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