Study on Livestreaming Shopping Behavior of the Elderly Based on SOR Theory

• Tianyang Huang ^[1] ; Zhen Weng ^[1] ; Chiwu Huang ^[2]
  1. [1] Xiamen University of Technology,Xiamen,China
  2. [2] National Taipei University of Technology,Taiwan
• Localización: Journal of Theoretical and Applied Electronic Commerce Research, ISSN-e 0718-1876, Vol. 21, Nº. 1, 2026
• Idioma: inglés
• Enlaces
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• Resumen

  • With the development of information technology, live shopping has emerged as a new approach to product marketing and has attracted considerable attention. However, in the context of an aging population, little is known about the factors influencing the intention of the elderly to engage in live shopping. The aim of this study is to determine the psychological and cognitive mechanisms that influence the willingness of elderly people to engage in live shopping. This study integrated the Flow Theory and the Information System Success Model to construct a live shopping acceptance model for the elderly based on the Stimulus–Organism–Response model. It was used for in-depth insight into the live shopping behaviors of elderly users. The structural equation model was used in the study to analyze 337 valid questionnaires. The results showed that interactivity, authenticity, attractiveness, and entertainment could improve the flow in livestreaming shopping among elderly users. Entertainment and attractiveness had a positive influence on perceived pleasure, and flow in live shopping, and perceived pleasure had a direct and significant influence on the elderly’s intention to make a live purchase. The factors of information quality and ease of use have no direct impact on perceived pleasure. This study enriched the user behavior theory of live shopping and provided inspiration for the aging-friendly and sustainable development of live shopping services of shopping platforms, live streamers, and service providers.