Asia pacific journal of information systems

  • 제34권3호
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  • Pages.810-836
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  • 2024
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  • 2288-5404(pISSN)
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  • 2288-6818(eISSN)
한국경영정보학회 (The Korea Society of Management Information Systems)
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What Drives Purchase Intention in Live-streaming Commerce in South Korea? Perspectives of IT Affordance and Streamer Characteristics

  • Jinyoung Nam (Institute of Communication Research, Seoul National University) ;
  • Hanbyul Choi (Department of Management Information Systems, Dong-A University) ;
  • Yoonhyuk Jung (School of Media and Communication, Korea University)
  • 투고 : 2023.09.26
  • 심사 : 2024.06.21
  • 발행 : 2024.09.30
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초록

Live-streaming commerce has gained popularity in recent years, shifting users' shopping patterns from traditional experiences to real-time interactions, by delivering information and entertainment to users. Drawing upon the stimulus-organism-response (SOR) framework, this study investigates the influence of perceived live-streaming affordance and perceived streamer characteristics on users' cognitive and emotional states (enjoyment, psychological distance, trust) and behavioral response (purchase intention) from a live-streaming commerce perspective. The data were collected through a survey administered to South Korean respondents with prior experience in using live-streaming commerce. The partial least squares structural equation modeling (PLS-SEM) method was used to verify the relationships proposed in the model. The results showed that perceived live-streaming affordance and perceived streamer characteristics have a positive impact on enjoyment and trusting the seller, reducing psychological distance and promoting users' purchase behavior. The results provide theoretical and practical insights into the psychological mechanisms of live-streaming commerce that influence the psychological distance felt by users towards the products. Relevant managerial implications are discussed.

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