Exploring IT Affordances in Live-Stream Shopping: A Study on Consumer Purchase Intentions on TikTok LiveShop

Yonatan Chondro Nugroho

Abstract


This study examines the impact of IT affordances on consumer purchase intentions in TikTok Live Shop in Indonesia using the Stimulus-Organism-Response (S-O-R) paradigm. We explore how affordances—Guidance Shopping, Meta Voicing, Trading, and Visibility—influence Flow, Trust, and Interactivity, affecting purchase intentions. A survey of 586 respondents revealed that all affordances significantly impact purchase intentions both directly and indirectly. Guidance Shopping enhances engagement and trust, Meta Voicing fosters participation and trust, Trading ensures smooth transactions and increases interactivity, and Visibility improves product understanding and trust. These findings highlight the importance of IT affordances in enhancing the shopping experience, offering valuable insights for optimizing live-stream shopping platforms. The research extends IT affordance theory to live-stream shopping and validates the S-O-R paradigm, providing theoretical and practical implications. Limitations and future research directions are also discussed.

Keywords: IT Affordances, Live-Stream Shopping, Purchase Intentions, Stimulus-Organism-Response (S-O-R) Paradigm, TikTok Live Shop


Keywords


IT Affordances, Live-Stream Shopping, Purchase Intentions, Stimulus-Organism-Response (S-O-R) Paradigm, TikTok Live Shop

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References


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DOI: https://doi.org/10.30596/miceb.v2i0.817

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