It Affordances and Customer Engagement in Livestream Commerce

In light of the fast-growing e-commerce sector, livestream commerce has emerged as a popular shopping trend in which sellers and consumers interact directly through livestreaming platforms. This study investigates how IT affordances affect customer engagement, with flow experience and perceived enjoyment as mediating factors. A total of 280 valid responses from consumers in Ho Chi Minh City were used to analyze and examine the relationship between IT affordances and customer engagement in livestream commerce on ecommerce platforms. Using PLS-SEM based on the Stimulus-Organism-Response model, the results demonstrate that IT affordances positively influence customer engagement in livestream commerce. Moreover, it offers managerial implications for businesses to optimize technological features and user experience, thereby enhancing customer engagement and fostering long-term customer relationships.