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In e-commerce live streaming, sellers choose the most suitable streamers to endorse their products. The streamer introduces the main functions of the goods, organizes marketing activities, improves the consumers’ shopping experience, and finally facilitates transactions and obtains gifts. However, the formation mechanism of guanxi between streamers and consumers remain unclear. Based on affordance theory, this study uses structural equations to empirically study the decision-making mechanism of consumer gift-giving and purchase behavior in e-commerce live streaming. The study finds that affective affordance and cognitive affordance have positive impacts on swift guanxi; swift guanxi is an antecedent of consumers’ purchase intention and gift-giving intention.
Lu et al. (Mon,) studied this question.
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