Analyzing the impact of live-stream it affordance on purchase intentions of consumers in Ho Chi Minh city through flow experience and perceived enjoyment

Abstract

The business model through live streaming - "Livestream" based on social networking platforms (eg Facebook, Tiktok, Instagram...) is becoming increasingly popular; not only because of the development of e-commerce in the digital age but also from the authentic experience of live streaming compared to other online shopping channels. Therefore, research surrounding shopping through live streaming is receiving a lot of attention from researchers around the world, notably in markets such as China, Malaysia, Singapore, the US... However, in Vietnam there is still not much research related to this issue, especially after the context of the complicated COVID-19 epidemic and the increasing demand for online shopping. The study creates a model that analyzes the causes of social intents in order to close this research gap. The current study makes an effort to investigate the relationship between IT affordances, flow experiences, perceived enjoyment with regard to purchase intentions using stimulus-organism-response (S-O-R) theory and the affordances lens. Customers who had previously been using a social commerce platform for shopping were surveyed via the internet to gather empirical data for that purpose. The connections provided in the model was verified by the authors using the partial least squares structural equation modeling (PLS-SEM) technique. The findings show that through flow experience and perceived delight, IT affordances in live streaming indirectly influence customer purchase intention. The findings of this study may help developers of social commerce and/or e-commerce applications in deciding which features to include in order to boost user buying behavior. Some significant theoretical and managerial insights are also presented.