A Systematic Literature Review on Technological Factors Influencing Trust in Live-streaming Shopping in China
DOI:
https://doi.org/10.24191/aej.v11i2.14408Keywords:
IT Affordance, Utilitarian value, Hedonic value, Customer trust, Live-Steaming shopping, ChinaAbstract
This study identified the influence of “IT affordance” factors like “visibility, meta-voicing, and personalisation” on customer trust in the context of Chinese live-streaming shopping. A systematic literature review approach is followed in this study by reviewing twenty peer-reviewed journal articles associated with IT affordance factors, utilitarian and hedonic value and customer trust in live-streaming shopping. The results show that visibility, meta-voicing and personalisation have a positive impact on the utilitarian and hedonic value that enhances customer trust through live visualisation of products, seamless interaction with streams in live chat and personalised services as customers need in the context of live-streaming shopping in China.
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Copyright (c) 2025 Wanxuan He, Azlin Zanariah Bahtar, Rizuwan Abu Karim
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