How live streaming influences purchase intentions in social commerce: An IT affordance perspective
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 …
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 …
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