Abstract

sed on S-O-R model, this study builds a theoretical model from the perspective of affordance to investigate the impact of live streaming in social commerce on consumers' impulse buying. We obtained data from consumers who watched live streaming in the form of questionnaires, and conducted empirical tests on the model. The results show that visibility, expressiveness, guidance shopping and trading affect consumers' social presence and immersion, and thus let consumers make impulse purchases.

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