라이브 커머스 플랫폼의 IT 어포던스가 구매의도에 미치는 영향 -지각된 신뢰와 플로우 경험의 매개효과를 중심으로-

초록

With the advancement of digital technologies, live commerce has emerged as a prominent commercial paradigm with rapid market expansion. Based on an integrated framework combining prior literature and the SOR model, this study investigates how IT affordances of live commerce platforms shape users’ perceived trust and flow experience, thereby influencing purchase intention. Survey data were collected from 466 active live commerce users in China, and the proposed model was tested using structural equation modeling (SEM). The results indicate that while all sub-dimensions of IT affordances exert significant positive effects on perceived trust, interactivity does not significantly impact flow experience. Furthermore, both perceived trust and flow experience significantly enhance purchase intention, with perceived trust demonstrating a stronger relative influence. These findings suggest that to improve purchase conversion rates, live commerce operators should prioritize fostering consumer trust through sophisticated shopping guidance systems rather than relying solely on interactive features, highlighting the necessity of a trust-centered operational strategy.

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