earticle

영어

Live-streaming commerce has gained popularity in recent years, shifting users’ shopping patterns from traditional experiences to real-time interactions, by delivering information and entertainment to users. Drawing upon the stimulus–organism–response (SOR) framework, this study investigates the influence of perceived live-streaming affordance and perceived streamer characteristics on users’ cognitive and emotional states (enjoyment, psychological distance, trust) and behavioral response (purchase intention) from a live-streaming commerce perspective. The data were collected through a survey administered to South Korean respondents with prior experience in using live-streaming commerce. The partial least squares structural equation modeling (PLS-SEM) method was used to verify the relationships proposed in the model. The results showed that perceived live-streaming affordance and perceived streamer characteristics have a positive impact on enjoyment and trusting the seller, reducing psychological distance and promoting users’ purchase behavior. The results provide theoretical and practical insights into the psychological mechanisms of live-streaming commerce that influence the psychological distance felt by users towards the products. Relevant managerial implications are discussed.