A Relationship between Social and Technical IT Affordance of Live-commerce and Intention to Use: The Moderating Effect of Social Presence

초록

This study identifies users’ perception due to the information technology (IT) affordance of live commerce from a social-technical perspective. Moreover, this study examines the intention to use live commerce based on herding behavior theory. A survey of 317 respondents was conducted, and the hypotheses were verified using SmartPLS 3.0. Results showed that self-disclose, host presence, synchronicity, and visibility had a positive relationship with host trust and flow, except for the relationship between visibility and host trust. High host trust and flow had a positive relationship with the intention to use live commerce, and viewer presence positively moderated the relationship. The study’s findings are expected to serve as the basis for understanding live commerce usage behavior by emphasizing the importance of a user-centered IT environment and social impact in live streaming commerce.

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