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

Guangqian Liu and Manansala Leo
Additional contact information
Guangqian Liu: Graduate Studies in Business, College of Business Administration and Accountancy, De La Salle University-Dasmarinas, Philippines
Manansala Leo: Graduate Studies in Business, College of Business Administration and Accountancy, De La Salle University-Dasmarinas, Philippines

Frontiers in Management Science, 2023, vol. 2, issue 6, 22-29

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.

Keywords: live streaming e-commerce; TAM/TPB model; trust; subjective norms; usage intention (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.paradigmpress.org/fms/article/view/911/785 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bdz:frmans:v:2:y:2023:i:6:p:22-29

DOI: 10.56397/FMS.2023.12.04

Access Statistics for this article

More articles in Frontiers in Management Science from Paradigm Academic Press
Bibliographic data for series maintained by Editorial Office ().