Exploring the Influence of Live Streaming in Mobile Commerce on Adoption Intention From a Social Presence Perspective

Zixi Liu, Jian Yang and Lin Ling
Additional contact information
Zixi Liu: Chuzhou Vocational and Technical College, China
Jian Yang: Chuzhou Vocational and Technical College, China
Lin Ling: Chuzhou Vocational and Technical College, China

International Journal of Mobile Human Computer Interaction (IJMHCI), 2020, vol. 12, issue 2, 53-71

Abstract: With the rise of live streaming, many internet companies began to carry out the live streaming business, and this system was applied in various fields. Due to the emergence of e-commerce live streaming in recent years, the studies on it are not comprehensive. And for the construction of live streaming of mobile e-commerce, it is rarely considered from the perspective of users' hedonic needs. This study combined with the social presence theory to build a conceptual model explored the impact of this system on users' intention to adopt from the perspective of enjoyment feeling. The results show visual scene positively affects users' perceived enjoyment, visual scene and communication function have positive effect on social presence, social presence has positive effect on perceived enjoyment, and perceived enjoyment positively affects users' adoption intention. Finally, the authors provide practical suggestions and strategies for platform operators and sellers.

Date: 2020
References: Add references at CitEc
Citations: View citations in EconPapers (6)

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... 18/IJMHCI.2020040104 (application/pdf)

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:igg:jmhci0:v:12:y:2020:i:2:p:53-71

Access Statistics for this article

International Journal of Mobile Human Computer Interaction (IJMHCI) is currently edited by Joanna Lumsden

More articles in International Journal of Mobile Human Computer Interaction (IJMHCI) from IGI Global
Bibliographic data for series maintained by Journal Editor ().