Affordances of livestreaming shopping on social networking sites improve viewers' trust in streamers, which affects purchase intention: an uncertainty reduction theory perspective
by Hsiu-Chia Ko
International Journal of Technology Marketing (IJTMKT), Vol. 17, No. 2, 2023

Abstract: The absence of sound transaction mechanisms for livestreaming shopping on social networking sites (LSS-SNS) has led to shopping-related uncertainty and has become the main barrier stopping viewers from making purchases. We used uncertainty reduction theory and information technology affordance theory as the foundation for an exploration of which LSS-SNS affordances meet viewers' information-seeking needs, reduce uncertainty, and increase viewers' trust in streamers, thereby boosting their purchase intention. Our results indicate that interactivity, observing the amount of positive word-of-mouth from other viewers, and streamer self-presentation can enhance viewers' trust in streamers. However, product visibility and observing other viewers' purchase behaviours do not positively influence trust in streamers. Our results also indicate that viewers' trust in streamers has a pivotal positive effect on their purchase intention. This study suggests that the social interaction capabilities characteristic of social networking sites is the core strength that mitigates uncertainty in LSS-SNS.

Online publication date: Tue, 04-Apr-2023

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