Research on the influence of live streaming commerce affordances on consumers' impulse purchase intention based on SPSS25.0 and Amos23.0

Abstract

As a new form of social commerce, live streaming commerce is attracting more and more attention from consumers. Based on the S-O-R theory, this study constructed a mediation model from the perspective of affordances, to investigate the impact of affordances (visibility, metavoicing and guidance shopping) on consumers' impulse purchase intention of live streaming commerce and the mechanism of flow experience. A questionnaire survey was conducted on 445 consumers with live shopping experience, by SPSS25.0 and Amos 23.0 were used, it is found that: 1)The affordances of live streaming commerce have a significant positive impact on consumers' impulse purchase intention. 2)The affordances of live streaming commerce have a significant positive impact on individual flow experience. 3)Flow experience has a significant positive effect on impulse purchase intention. 4)Flow experience plays a mediating role between affordances and impulse purchase intention of live streaming commerce.