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 () and Younghoon Chang ()
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Ping Li: Beijing Institute of Technology
Seoyoun Lee: Beijing Institute of Technology
Kyung Young Lee: Dalhousie University
Sung-Byung Yang: Kyung Hee University
Younghoon Chang: University of Nottingham Ningbo China

Service Business, 2023, vol. 17, issue 4, No 6, 963-1000

Abstract: 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.

Keywords: Live streaming shopping; Affordance theory; Continuance intention; Streamers’ expertise; Emotional attachment to the streamer; During and after the pandemic (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s11628-023-00542-y

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