Research On The Mechanism Of Taobao Live Streaming Shopping Platform Affordance Influencing Customer Purchase Intention

Live streaming shopping has become an important part of the major e-commerce platforms,as well as an important form for social commerce sellers to display and sell their products.Live streaming shopping has changed the traditional form of online shopping in terms of product display,communication between buyers and sellers,etc.However,many online merchants are not clear about the mechanism of live streaming shopping affecting customers’ purchase decisions.Existing studies haven’t explored the mechanism of live streaming shopping affecting customer purchase intention,and the research perspective of live broadcast shopping is relatively single.This study combined cases with empirical analysis to study the mechanism of live streaming shopping influencing on customers’ purchase intention from the perspectives of affordance and customer engagement.First,this study identified the content of the live streaming shopping platform affordance through grounded theory,and proposed the theoretical framework of the impact of platform affordance on customers behavioral tendency.Based on the theoretical framework and existing research,the theoretical model of the impact of the live streaming shopping platform affordance on the customer purchase intention was constructed.Second,by means of empirical analysis,SPSS24.0 and SmartPLS3.0 are used for further verification and exploration of this theoretical framework.Main research conclusions include:(1)visibility affordance and guidance shopping affordance have a direct impact on customers’ purchase intention,while metavoicing affordance does not;(2)immersion and presence can positively affect customers’ purchase intention;(3)the presence mediates the relationship between the live streaming shopping affordance and customers’ purchase intention,while the immersion does not;(4)product involvement only affects the relationship between metavoicing affordance and immersion,but has no significant effect on the relationship between visibility affordance,guidance shopping affordance and immersion.Last,this study further discusses the research results,elaborates the theoretical significance and practical significance of this study,and finally puts forward the limitations and looks forward to future studies of this study.