earticle

영어

The development of technology and media and the pursuit of non-face-to-face communication due to the COVID-19 pandemic have increased the influence of live commerce, a real-time streaming shopping channel. This study built a theoretical model of IT affordance (visibility, guidance shopping, trading, and meta-voicing), and it conducted an empirical analysis on how live commerce affects engagement with customers in South Korea through survey data on 428 individuals who have used live commerce. In addition, this study performed four types of scenario experiments on whether social cues and engagement influence customer engagement. Hence, this study verified the importance of understanding the meaning of IT affordance for live commerce.