The influence of e-commerce live streaming affordance on consumer’s gift-giving and purchase intention  

作　　者：Yunfan Lu Yucheng He Yifei Ke 

机构地区：[1]College of Economics and Management,Huazhong Agricultural University,Wuhan,430070,China

出　　处：《Data Science and Management》2023年第1期13-20,共8页数据科学与管理（英文）

基　　金：supported by the grant from the National Social Science Fund of China(Grant No.:19BGL262).

摘　　要：In e-commerce live streaming,sellers choose the most suitable streamers to endorse their products.The streamer introduces the main functions of the goods,organizes marketing activities,improves the consumers’shopping experience,and finally facilitates transactions and obtains gifts.However,the formation mechanism of guanxi between streamers and consumers remain unclear.Based on affordance theory,this study uses structural equations to empirically study the decision-making mechanism of consumer gift-giving and purchase behavior in ecommerce live streaming.The study finds that affective affordance and cognitive affordance have positive impacts on swift guanxi;swift guanxi is an antecedent of consumers’purchase intention and gift-giving intention.

关 键 词：E-commerce live streaming Affordance theory Swift guanxi 

分 类 号：TB4[一般工业技术]