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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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).
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Li, P., Lee, S., Lee, K.Y. et al. What Makes Viewers Engage in Live Streaming Shopping during and after the Pandemic: An Affordance Perspective. Serv Bus 17, 963–1000 (2023). https://doi.org/10.1007/s11628-023-00542-y
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DOI: https://doi.org/10.1007/s11628-023-00542-y