APJIS Asia Pacific Journal of Information Systems

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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

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Past Issue

Date September 2024
Vol. No. Vol. 34 No. 3
DOI https://doi.org/10.14329/apjis.2024.34.3.810
Page 810~836
Title What Drives Purchase Intention in Live-streaming Commerce in South Korea? Perspectives of IT Affordance and Streamer Characteristics
Author Jinyoung Nam, Hanbyul Choi, Yoonhyuk Jung
Keyword Live-streaming Commerce, IT Affordance, Streamer Characteristics, Purchase Intention
Abstract 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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