This study aims to explore whether gratification matters in influencing consumers' attitudes towards purchase in the context of livestream shopping and the antecedents that lead to consumers' gratification perceptions.
Four technology affordances (i.e. modality affordance, agency affordance, interactivity affordance and navigability affordance) and two gratifications (information gratification and entertainment gratification) are identified, and the relationships among the technology affordances, gratifications and purchase intention are examined. The model is tested using structural equation modeling.
The result shows that both information and entertainment gratification are positively associated with consumer purchase intention. No significant results have been uncovered with the relationship between interactivity affordance and entertainment gratification, while the rest relationships of gratification and its antecedents are positively associated.
The findings of this study uncover the antecedents and consequences of gratification in the context of livestreaming from technology affordance perspective. The uncovered relationships among technology affordance, gratification, purchase intention as well as the moderation roles aroused by price consciousness contribute to the extant literature.
