Customer behavior and adoption · Survey-based empirical SEM study of IT affordances, trust, and purchase intention.
Live stream marketing and consumers’ purchase intention: An IT affordance perspective using the S-O-R paradigm
Ying-Chen Ma, others (2023). Live stream marketing and consumers’ purchase intention: An IT affordance perspective using the S-O-R paradigm. Frontiers in Psychology. https://doi.org/10.3389/fpsyg.2023.1069050.
Plain-English take
Trust in products and sellers during live-stream shopping positively correlates with purchase intention; the model tests affordances through S-O-R mechanisms. For your marketing: Use it as a behavioral mechanism or experiment-design reference, not a direct forecast for a SaaS funnel.
How much weight to give this
3/5 Moderate evidence for a specific setting
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Survey-based empirical SEM study of IT affordances, trust, and purchase intention.
434 valid questionnaires from live-stream-shopping users; 192 male and 242 female respondents, multiple platforms.
Judged from the publisher-described design and comparison; consult the paper for complete analysis.
Publisher page and abstract were retrieved directly; full text was not assumed open.
Double-blind? Blinding was not established from the retrieved publisher record.
Research question
What the authors investigated
Which live-stream IT affordances build trust and purchase intention?
Design
Survey-based empirical SEM study of IT affordances, trust, and purchase intention.
Sample and setting
434 valid questionnaires from live-stream-shopping users; 192 male and 242 female respondents, multiple platforms.
Reported result
What the study found
Trust in products and sellers during live-stream shopping positively correlates with purchase intention; the model tests affordances through S-O-R mechanisms.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
Scope and transfer
Limitations to keep in view
The authors use cross-sectional self-reported experiences and intention rather than transactions; multi-platform aggregation may mask platform differences.
Possible founder application
Use it as a behavioral mechanism or experiment-design reference, not a direct forecast for a SaaS funnel.
Evidence access
Publisher record and abstract retrieved; consult the linked paper for full methods and tables.
Accessible paper reports 434 valid questionnaires and its discussion explicitly states positive relationships of product/seller trust with purchase intention. Direct publisher-page retrieval was recorded on 2026-10-09; this profile uses publisher metadata/abstract and does not claim independent review of unavailable full text.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.