@article{(Open Science Index):https://publications.waset.org/pdf/10013585,
	  title     = {Effects of Livestream Affordances on Consumer Purchase Willingness: Explicit IT Affordances Perspective},
	  author    = {Isaac O. Asante and  Yushi Jiang and  Hailin Tao},
	  country	= {},
	  institution	= {},
	  abstract     = {Livestreaming marketing, the new electronic commerce element, has become an optional marketing channel following the COVID-19 pandemic, and many sellers are leveraging the features presented by livestreaming to increase sales. This study was conducted to measure real-time observable interactions between consumers and sellers. Based on the affordance theory, this study conceptualized constructs representing the interactive features and examined how they drive consumers’ purchase willingness during livestreaming sessions using 1238 datasets from Amazon Live, following the manual observation of transaction records. Using structural equation modeling, the ordinary least square regression suggests that live viewers, new followers, live chats, and likes positively affect purchase willingness. The Sobel and Monte Carlo tests show that new followers, live chats, and likes significantly mediate the relationship between live viewers and purchase willingness. The study presents a way of measuring interactions in livestreaming commerce and proposes a way to manually gather data on consumer behaviors in livestreaming platforms when the application programming interface (API) of such platforms does not support data mining algorithms. },
	    journal   = {International Journal of Social and Business Sciences},
	  volume    = {18},
	  number    = {4},
	  year      = {2024},
	  pages     = {210 - 218},
	  ee        = {https://publications.waset.org/pdf/10013585},
	  url   	= {https://publications.waset.org/vol/208},
	  bibsource = {https://publications.waset.org/},
	  issn  	= {eISSN: 1307-6892},
	  publisher = {World Academy of Science, Engineering and Technology},
	  index 	= {Open Science Index 208, 2024},
	}