Abstract：
Shopping through Live-Streaming Shopping Apps (LSSAs) as an emerging consumption phenomenon has increased dramatically in recent years, especially during the COVID-19 lockdown period. However, insufficient studies have focused on the psychological processes undergone in different customer demographics while shopping via LSSAs under pandemic conditions. This study integrated the Unified Theory of Acceptance and Use of Technology 2 with Flow Theory into a Stimulus-Organism-Response framework to investigate the psychological processes of different customer demographics during the COVID-19 lockdown period. A total of 374 validated data were analyzed by covariance-based structural equation modelling. The statistical results demonstrated by the proposed model showed a significant discrepancy between different gender groups, in which Flow, as a mediator, representing users\' engagement and immersion in shopping via LSSAs, was significantly moderated by gender where connection between stimulus components, hedonic motivation, trust and social influence and response component perceived value are concerned. This study contributed a theoretical development and a practical framework to the explanation of the mental processes of different customer demographics when using an innovative e-commerce technology. Furthermore, the results can support the relevant stakeholders in e-commerce in their comprehensive understanding of customers\' behavior, allowing better strategical and managerial development.
摘要：
通过直播购物应用程序（LSSAs）购物作为一种新兴的消费现象近年来急剧增加，特别是在COVID-19封锁期间。然而,没有足够的研究集中在大流行条件下通过LSSAs购物时在不同客户人口统计学中经历的心理过程。本研究将接受和使用技术2的统一理论与流动理论整合到刺激-有机体-反应框架中，以调查COVID-19封锁期间不同客户人口统计学的心理过程。通过基于协方差的结构方程模型分析了总共374个验证数据。所提出的模型所证明的统计结果表明，不同性别群体之间存在显着差异，在其中流动，作为调解人,代表用户通过LSSAs参与和沉浸在购物中，受到性别的显著缓和，其中刺激成分之间的联系，享乐动机，信任与社会影响和响应成分感知价值有关。这项研究为使用创新的电子商务技术时解释不同客户人口统计数据的心理过程提供了理论发展和实践框架。此外，结果可以支持电子商务中的相关利益相关者对客户行为的全面理解，允许更好的战略和管理发展。
