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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Ping Li & Seoyoun Lee & Kyung Young Lee & Sung-Byung Yang & Younghoon Chang, 2023. "What Makes Viewers Engage in Live Streaming Shopping during and after the Pandemic: An Affordance Perspective," Service Business, Springer;Pan-Pacific Business Association, vol. 17(4), pages 963-1000, December.
    • Handle: RePEc:spr:svcbiz:v:17:y:2023:i:4:d:10.1007_s11628-023-00542-y
    DOI: 10.1007/s11628-023-00542-y
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