The Influence of IT Affordances and Emotional Response for Purchase Intention Through Live-Streaming Shopping: Literature Review and Conceptual Model Development

Live-streaming shopping is the development of Web 3.0 technology where the users can interact in real-time and multidimensional without being hindered by distance. Live-streaming shopping is growing rapidly, offering various conveniences through technology that enable customers and the streamer to interact directly, see product information clearly, and reduce uncertainty in online shopping. The ease of utilizing technical features in live streaming shopping is called IT affordances. IT affordances can influence individuals cognitively and affectively through responses. IT affordances consist of visibility, metavoicing, and guidance shopping, which in previous research indirectly indicated an influence on customer emotions through screen bullet and background visual complexity. The consumers' emotions are identified as consumer response, which is the construct affected by IT Affordances. Arousal and pleasure emotion is the two core emotion of emotional responses. Unfortunately, research concerning IT affordances and emotional response in the realm of live-streaming shopping is still limited. Hence, this study is conducted to develop a model based on previous research. The conceptual model is constructed through hypothesis formulation via literature review and the SOR framework to explain theory and model development. The results of this study can broaden the scope of understanding regarding IT affordances and emotional response for business purposes and serve as a reference for research with similar topics.