The Impact of the It Affordances of Live Streaming on Consumer’s Impulsive Buying Tendency

Livestreaming, as a new way for consumers to shop, has swept the world and has become an effective channel to prompt customers to make quick purchase decisions and boost business performance. Key technological features of e-commerce livestreaming include rich visual presentation, real-time interactivity, personalized product recommendations, and so on. Statistics show that consumers are more likely to make impulsive purchases on livestreaming platforms. Although consumer behavior in livestreaming has attracted growing academic interest, few studies have examined how IT affordances influence impulsive buying from the perspective of perceived serendipity. This study employs a quantitative approach to investigate the impact of IT affordances in e-commerce livestreaming on consumers’ impulsive purchase tendency. The results indicate that visibility, interactivity, guidance shopping, and triggered attending positively affect perceived serendipity, which in turn positively influences impulsive buying tendency. These findings offer theoretical insights for enhancing livestream platform features and optimizing merchants’ livestream marketing strategies.