<![CDATA[IT affordance memainkan peran penting dalam membangun interaksi antara pengguna dan platform dalam lingkup live commerce. Maksud dari riset ini untuk menelusuri pengaruh visibility, metavoicing, dan guidance shopping terhadap keinteraktifan dan dampaknya pada niat menggunakan kembali live commerce Shopee. Data dikumpulkan melalui survei pengguna dengan sampel sebanyak 100 responden. Analisis PLS digunakan dalam penelitian ini. Temuan dari riset ini mengindikasikan bahwa visibility, metavoicing, guidance shopping memberikan dampak yang positif dan signifikan terhadap keinteraktifan. Keinteraktifan memberikan dampak yang positif dan signifikan terhadap niat menggunakan kembali. Namun hanya metavoicing yang memiliki pengaruh langsung terhadap niat menggunakan kembali. Implikasi penelitian ini menegaskan bahwa live commerce seperti Shopee, perlu memahami peran krusial IT affordance, khususnya aspek metavoicing karena menunjukkan pentingnya membangun pengalaman komunikasi yang menarik minat pengguna untuk menggunakan kembali platform live commerce. IT affordance plays an important role in building interaction between users and platforms in the scope of live commerce. This research aims to investigate the influence of visibility, metavoicing, and guidance shopping on interactivity and its impact on intention to reuse Shopee live commerce. Data was collected through a user survey with a sample of 100 respondents. PLS analysis was used in this research. The research results show that visibility, metavoicing, shopping guidance have a positive and significant impact on interactivity. Interactivity has a positive and significant effect on intention to reuse. However, only metavoicing has a direct impact on reuse intentions. The implications of this research emphasize that live commerce companies such as Shopee need to understand the crucial role of IT affordance, especially the metavoicing aspect because it shows the importance of building communication experiences that attract users' interest in using the live commerce platform again.]]>
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