Factors Influencing Consumers’ Usage Intention of Live Streaming E-Commerce

Abstract

Live streaming e-commerce, as a novel e-commerce paradigm, holds significant significance in unlocking consumption potential, facilitating industrial integration, fostering innovation, and promoting entrepreneurship, among other aspects. The examination and evaluation of the significant determinants that impact customer behavior possess inherent scholarly significance in relation to the advancement of the live streaming e-commerce sector. Drawing upon the theoretical frameworks of the Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), and Trust Theory, this article employs a structural equation model to conduct an empirical investigation into the consumer behavior within the realm of live streaming e-commerce. Research has demonstrated that consumers’ desire to use is considerably and positively influenced by perceived utility, trust, and subjective standards. Furthermore, perceived ease of use and trust both exert a large positive impact on perceived usefulness.