Why the Elderly Indulges in Live Shopping: Optimization of Interaction Mechanism Under the Live E-commerce Scenario?

Abstract

In recent years, the addition of the elderly to live e-commerce broadcasting has become a phenomenon. In order to clarify the formation of consumption intention of the elderly in live e-commerce, this paper proposes a model based on digital affordance theory. It uses partial least squares structural equation model (PLS-SEM) to analyze 198 questionnaire data to evaluate the model. The results show that the ease of interaction, the anchor’s charm, and the attraction of live content significantly impact the elderly’s consumption intention formation. This study fills the gap in the consumption intention of the elderly in live e-commerce. It provides a reference for living e-commerce enterprises to understand elderly consumers better.