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.
| Item Type: | Article |
|---|---|
| Creators: | Creators Email / ID Num. He, Wanxuan UNSPECIFIED Bahtar, Azlin Zanariah UNSPECIFIED Abu Karim, Rizuwan UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce > Business H Social Sciences > HF Commerce > Marketing > Telemarketing. Internet marketing |
| Divisions: | Universiti Teknologi MARA, Shah Alam > Faculty of Business and Management |
| Journal or Publication Title: | ASEAN Entrepreneurship Journal (AEJ) |
| UiTM Journal Collections: | UiTM Journals > ASEAN Entrepreneurship Journal (AEJ) |
| ISSN: | 2637-0301 (e-ISSN) |
| Volume: | 11 |
| Number: | 2 |
| Page Range: | pp. 183-199 |
| Keywords: | IT affordance, Utilitarian value, Hedonic value, Customer trust, Live-streaming shopping, China |
| Date: | 27 August 2025 |
| URI: | https://ir.uitm.edu.my/id/eprint/145035 |
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