This study examines the influence mechanism of the factors of influencing live streaming shopping which is a new social commerce mode for customer purchase based on the affordance theory. Our research examines how visibility affordance, metavoicing affordance and guidance shopping affordance which are three main affordances in live streaming shopping influence the customers’ purchase intention. The results show that visibility affordance, metavoicing affordance and guidance shopping affordance will positively impact customer purchase intention. And our research is of great help in live streaming shopping research in social commerce research field. Also, our research provides some advices for social commerce operators.
Sun, Yuan; Shao, Xiang; Nie, Kun; Qi, Yu; and Guo, Yue, "Why Do Customers Buy Products on Social Commerce Platform? A Study from Affordance Theory" (2018). ICEB 2018 Proceedings (Guilin, China). 26.