Exploring the dynamics of livestream shopping: The role of IT affordances, co-experience, and Wanghong responsiveness in shaping consumer purchase intentions

Yu Sun, Ha Kyung Lee and So Jung Yun

Journal of Global Fashion Marketing, 2025, vol. 16, issue 4, 481-501

Abstract: The rapid growth of livestream shopping, particularly in China’s fashion industry, has reshaped consumer purchasing behavior. This study investigates how IT affordances – metavoicing, guidance shopping, and triggered attending – affect consumer purchase intentions in livestream shopping. The research highlights the mediating roles of co-experience, specifically resonant contagion and cognitive communion, and perceived enjoyment, as well as the moderating effect of Wanghong responsiveness. Data collected from 207 livestream shopping consumers reveal that IT affordances significantly enhance co-experience and perceived enjoyment, which in turn positively influence purchase intentions. High Wanghong responsiveness amplifies the impact of triggered attending affordance on emotional and cognitive engagement, while low responsiveness emphasizes cognitive communion. The findings provide a comprehensive framework for understanding consumer behavior in livestream shopping and offer strategic insights for enhancing user engagement and sales in live commerce settings.

Date: 2025
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DOI: 10.1080/20932685.2025.2510949

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