Mechanism (biology)

Marketing

World Wide Web

Philosophy

Affordance

Neuroscience

Extant taxon

Biology

Computer science

Business

Evolutionary biology

Physics

Advertising

Psychology

Social media

Epistemology

Leverage (statistics)

Environmental science

Artificial intelligence

Astrobiology

Perspective (graphical)

Perception

Live streaming

Customer engagement

Human–computer interaction

Machine learning

Multimedia

Decision Support Systems

Brands' self-built live streaming e-commerce has emerged as an embryonic and effective way of supporting customer purchase decisions. Moreover, the question of how small- and medium-sized enterprises can leverage IT-enabled factors to survive in the big arena has become a pressing concern. Extant research primarily focuses on broadcaster- and product-related factors by emphasizing psychological mechanisms and ignoring contextual factors from a holistic perspective. To address these research gaps, the complex interaction effects between IT-based atmospheric cues are explored in this paper using a mixed-methods approach. Drawing on affordance theory, we also integrate IT-based features with customer perceptions to further investigate the influencing mechanism of innovative decision-making contexts on customers' quick decisions.

Big arena, small potatoes: A mixed-methods investigation of atmospheric cues in live-streaming e-commerce