APJIS Asia Pacific Journal of Information Systems


The Journal for Information Professionals

Asia Pacific Journal of Information Systems (APJIS), a Scopus and ABDC indexed journal, is a
flagship journal of the information systems (IS) field in the Asia Pacific region.

ISSN 2288-5404 (Print) / ISSN 2288-6818 (Online)

Editor : Seung Hyun Kim

View full editorial board


Share this page

Current Issue

Date June 2022
Vol. No. Vol. 32 No. 2
DOI 10.14329/apjis.2022.32.2.327
Page 327~353
Title How IT Affordance Influences Engagement in Live Commerce: An Empirical Analysis Focusing on Social Cues as Moderating Effect
Author Eunji Choi, SeongMin Jeon
Keyword IT Affordance, Engagement, Live Commerce, Social Cues, Para-Social Interaction
Abstract With the development of technology and media and the pursuit of non-face-to-face due to the corona pandemic, the influence of live commerce, a real-time streaming shopping channel, is growing. Starting from China, the popularity of live commerce is growing all over the world, and it has become an interesting topic among many practitioners and researchers. However, compared to its popularity, there are few studies on live commerce. Therefore, we build a theoretical model in terms of IT affordance such as visibility, guidance shopping, trading, and meta-voicing and investigate how live commerce affects engagement with customers. We empirically measure 428 individuals who have used live commerce using survey data. In addition, we conduct four types of scenario experiments on whether social cues on exposures of other consumers, influence customer engagement. Our results show that trading affordance has the most significant effect. This shows that the live commerce platform may want to devise a program that helps make payment easier for users who prefer a quick and simple process. Our study contributes to the literature by presenting the importance of IT affordance for live commerce.

Home     l      Site Map      l       Abstracting/Indexing      l      FAQ      l      Publisher      l       Contact Us     l       Admin Login

© 2013 The Korean Society of Management Information Systems. All rights reserved.