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.
Keywords: COVID-19; Flow Theory; Unified Theory of Acceptance and Use of Technology 2; age; customer behavior; gender; live-streaming shopping apps; psychological process; stimulus-organism-response framework.