Buyer behavior · 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
Frontiers in Psychology · 2023
Summary
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
Possible founder application
Use it as a behavioral mechanism or experiment-design reference, not a direct forecast for a SaaS funnel.
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.
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.
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.
Research sources
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.