Actual purchases on Instagram Live Shopping: The influence of live shopping engagement and information technology affordance

Live shopping online has been expanded to include social media platforms. This study aimed to determine how the Instagram Live Shopping feature influences buyer engagement and actual buying behaviors. Design/methodology/approach: A mixed method approach was applied. An online survey was conducted with 517 respondents, and the data were analyzed using partial least square structural equation modelling. The survey results were then validated via interviews with nine respondents. The results of this study indicated that visibility, metavoicing, shopping guidance, trading, and triggered attending supported the buyers’ feelings of immersion and interactivity but did not entirely support the presence of the seller. Furthermore, the feelings of immersion and presence led to actual buying behaviors. The results of this study may assist e-commerce and/or social commerce application developers in evaluating and implementing features to increase user engagement.