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26-09-2023 | Empirical article

What Makes Viewers Engage in Live Streaming Shopping during and after the Pandemic: An Affordance Perspective

Authors: Ping Li, Seoyoun Lee, Kyung Young Lee, Sung-Byung Yang, Younghoon Chang

Published in: Service Business | Issue 4/2023

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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.

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Title: What Makes Viewers Engage in Live Streaming Shopping during and after the Pandemic: An Affordance Perspective
Authors: Ping Li
Seoyoun Lee
Kyung Young Lee
Sung-Byung Yang
Younghoon Chang
Publication date: 26-09-2023
Publisher: Springer Berlin Heidelberg
Published in: Service Business / Issue 4/2023
Print ISSN: 1862-8516
Electronic ISSN: 1862-8508
DOI: https://doi.org/10.1007/s11628-023-00542-y

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