IMPACT OF LIVE SHOPPING FEATURES ON CUSTOMERS TRUST BASED ON IT AFFORDANCE PERSPECTIVE

Abstract

This research investigates the concept of guidance shopping and its influence on customer engagement, as well as its role in fostering trust within live shopping contexts. A total of 322 valid responses were gathered through an online questionnaire to evaluate the proposed model. Guidance shopping pertains to an online retail feature wherein consumers receive real-time suggestions or support to facilitate purchase decisions. The study employed a quantitative approach, utilising an online survey. SEM was implemented through SmartPLS 4.0 to examine the structural model, while SPSS was used to assess reliability, validity, and common method bias. The findings indicate that the guidance-shopping function significantly enhances customer engagement, which in turn strengthens trust by promoting interaction. The study offers strategic recommendations for live shopping platforms and vendors operating in China to effectively bolster customer engagement and trust. Furthermore, it contributes novel perspectives to the field of live shopping by grounding the analysis in IT Affordance theory.