Using information technology (IT) affordance theory, this study aims to examine how functional IT affordances (vicarious experience, price perception) and emotional IT affordances [scarcity persuasion, fear of missing out (FOMO)] shape utilitarian and hedonic motivations, influence impulse buying and affect consumer regret and well-being in the context of live streaming (LS) commerce.
Data were collected through an online survey of 1,473 consumers across Indonesia, recruited randomly using Meta Ad. The data were analyzed using partial least squares structural equation modeling.
Vicarious experience and price perception significantly influence utilitarian motives; however, these motives do not directly lead to impulse buying, instead triggering regret when purchases fail to meet practical expectations. Scarcity persuasion and FOMO drive hedonic motives, which in turn enhance impulse buying and consumer well-being. While impulse buying increases regret, it does not directly affect overall well-being. These results suggest that LS-commerce affordances activate both functional and emotional motivations, creating a paradox in which consumers may feel regret yet still derive positive emotional outcomes from the shopping experience.
This study extends IT affordance theory to the LS-commerce context, offering new insights for both information systems and consumer behavior research.
