Pengaruh It Affordance Dan Keinteraktifan Terhadap Niat Menggunakan Kembali Live Commerce

Abstract

IT affordance plays an important role in building interaction between users and platforms in the scope of live commerce. This research aims to investigate the influence of visibility, metavoicing, and guidance shopping on interactivity and its impact on intention to reuse Shopee live commerce. Data was collected through a user survey with a sample of 100 respondents. PLS analysis was used in this research. The research results show that visibility, metavoicing, shopping guidance have a positive and significant impact on interactivity. Interactivity has a positive and significant effect on intention to reuse. However, only metavoicing has a direct impact on reuse intentions. The implications of this research emphasize that live commerce companies such as Shopee need to understand the crucial role of IT affordance, especially the metavoicing aspect because it shows the importance of building communication experiences that attract users' interest in using the live commerce platform again. Keywords: IT affordance; interactivity; reuse intention; live commerce