淘宝直播用户持续使用意愿的影响因素研究.pdfVIP

E-Commerce Letters 电子商务评论, 2017, 6(3), 44-53 Published Online August 2017 in Hans. /journal/ecl /10.12677/ecl.2017.63007 Research on Influencing Factors of Users’ Continuance Intention toward Taobao Live Streaming Bing Wu, Yannan Zhou School of Economics and Management, Tongji University, Shanghai rd th th Received: Jun. 23 , 2017; accepted: Jul. 4 , 2017; published: Jul. 11 , 2017 Abstract Currently the e-commerce live streaming develops quickly, however there is little research on the user behavior in such context. Firstly, based on the TAM (task technology acceptance model, TAM), we add the potential variable perceived cost to propose the concept model with research hypo- theses, in which interface features of live streaming, characteristics of live anchors, live interac- tion and characteristics of the live streaming platform are used as external variables. Secondly, through questionnaire survey of Taobao live streaming, 121 valid questionnaires are collected and analyzed by SPSS and AMOS to test the proposed research hypotheses. The results show that (1) users’ perceived usefulness significantly affected users’ attitude towards use; (2) users’ per- ceived ease of use significantly affected users’ perceived usefulness; (3) users’ attitude significantly affected users’ continuance intention; (4) characteristics of Taobao live streaming platform have significantly positive impacts on users’ perceived ease of use and perceived usefulness; (5) the features of the live interface and anchor’s factors notably affect users’ perceived usefulness; (6) unexpectedly, the perceived usefulness