Understanding Purchase Intention in TikTok Live Streaming: The Influence of IT Affordance, Presence, and Immersion
摘要
This study investigates how specific IT affordances within TikTok live streaming commerce influence consumer purchase intention through experiential engagement mechanisms. A quantitative survey approach was employed, collecting responses from 410 users with prior live streaming shopping experience. The measurement model incorporated visibility, metavoicing, and guidance shopping as key affordances, and presence and immersion as experiential constructs. Using PLS-SEM for analysis, results show that visibility and metavoicing significantly enhance both presence and immersion, which in turn strongly predict purchase intention. However, guidance shopping only influences immersion. Methodologically, this study refines the measurement of second-order experiential constructs and demonstrates the utility of affordance-based modeling in a live commerce setting. Practically, the findings offer actionable insights for platform designers and digital marketers to prioritize experiential features that foster emotional engagement, trust, and conversion.