Live streaming commerce has rapidly emerged as a key platform in e-commerce, yet the socio-technical mechanisms underlying consumer-platform interactions remain underexplored. This study addresses this gap by examining both task-oriented purchasing behaviors and pleasure-driven engagement through the lens of social exchange theory. A web-based survey was conducted with 300 respondents in South Korea, all of whom had prior experience with live streaming commerce. The data were analyzed using PLS-SEM to evaluate the proposed model. The results reveal that procedural and interactional justice positively affect trust, while co-experience enhances perceived playfulness. Both trust and playfulness, in turn, significantly impact purchase and repeated viewing intentions. These findings provide valuable insights into the dynamics of live commerce, offering a comprehensive model for understanding consumer behavior in the context of live commerce.

Smart speakers become a versatile and convenient device to provide digital contents in our daily life. However, given the challenges of privacy management in smart speakers, it is required to examine how users cope with privacy threats of the devices. In this study, we examine how the privacy-enhancing attributes of smart speakers influence users’ preferences when choosing devices. The preference structure was generated from a conjoint approach, dealing with four privacy-enhancing features (parasite function, data storage method, security notice, and speaker recognition function) and two typical factors affecting consumer decision making (brand and price). Data collected from a survey of 516 consumers identified that, aside from the attribute of price, parasite function was ranked as the most preferred attribute. We also compared the findings across three user clusters. By examining concrete and explicit attributes regarding privacy-enhancing features, the present study provides novel insights into users’ understanding of privacy.

Smart speakers, which provide continuous real-time information and convenient services, increasingly permeate into users’ homes. On the other hand, the environments of the smart speaker also cause privacy issues for the users by always listening to users’ voices in their private homes. The privacy-prone environments of the smart speakers lead to the users’ coping behaviors against privacy threats not only by increasing the users’ privacy concerns but also by creating negative emotions. However, prior studies have predominantly focussed on cognitive frameworks and overlooked the impact of effect on users’ coping behaviors in the context of privacy threats. Drawing on the stimuli-organisms-responses(S-O-R) framework, this study examines the mediating role of three representative negative emotions (anger, anxiety, disappointment) between users’ privacy concerns and behaviors. The results indicate that the relationships between privacy concerns, negative emotions, and various privacy behaviors in the context of the smart speaker, emphasizing the mediating role of negative emotions. Findings of the study can enhance our knowledge of privacy research by adding the influence of effect in the cognitive-dominant framework.