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@article{ART003009781},
author={Yongfeng Hu and Gong Chi},
title={A Study on Consumers' Continuance Intention in Live Streaming E-commerce Shopping},
journal={Journal of The Korea Society of Computer and Information},
issn={1598-849X},
year={2023},
volume={28},
number={10},
pages={277-289},
doi={10.9708/jksci.2023.28.10.277}

TY - JOUR
AU - Yongfeng Hu
AU - Gong Chi
TI - A Study on Consumers' Continuance Intention in Live Streaming E-commerce Shopping
JO - Journal of The Korea Society of Computer and Information
PY - 2023
VL - 28
IS - 10
PB - The Korean Society Of Computer And Information
SP - 277
EP - 289
SN - 1598-849X
AB - The purpose of this study is to explore the mechanisms influencing consumers' continued intention to use live-streaming e-commerce for shopping, providing strategic recommendations for businesses to optimize live-streaming activities and enhance consumers' shopping experiences. In this paper, we innovatively integrate the UTAUT2 and ECM theoretical models to construct a comprehensive research framework. This framework not only thoroughly reveals the multi-dimensional variables that affect consumers' continuous usage intentions but also delves deeply into the interrelationships among these variables. We collected data extensively through surveys and utilized the Structural Equation Modeling and Bootstrapping methods for analysis. The research results indicate that performance expectation plays a crucial role in determining the continuous usage intention; satisfaction exerts a significant mediating effect between performance expectation and four other variables concerning continuous usage intention; and expectation confirmation stands out as the most prominent factor in enhancing satisfaction.
KW - live streaming e-commerce shopping;consumers;continuance intention;UTAUT2;ECM
DO - 10.9708/jksci.2023.28.10.277
ER -

Yongfeng Hu and Gong Chi. (2023). A Study on Consumers' Continuance Intention in Live Streaming E-commerce Shopping. Journal of The Korea Society of Computer and Information, 28(10), 277-289.

Yongfeng Hu and Gong Chi. 2023, "A Study on Consumers' Continuance Intention in Live Streaming E-commerce Shopping", Journal of The Korea Society of Computer and Information, vol.28, no.10 pp.277-289. Available from: doi:10.9708/jksci.2023.28.10.277

Yongfeng Hu, Gong Chi "A Study on Consumers' Continuance Intention in Live Streaming E-commerce Shopping" Journal of The Korea Society of Computer and Information 28.10 pp.277-289 (2023) : 277.

Yongfeng Hu, Gong Chi. A Study on Consumers' Continuance Intention in Live Streaming E-commerce Shopping. 2023; 28(10), 277-289. Available from: doi:10.9708/jksci.2023.28.10.277

Yongfeng Hu and Gong Chi. "A Study on Consumers' Continuance Intention in Live Streaming E-commerce Shopping" Journal of The Korea Society of Computer and Information 28, no.10 (2023) : 277-289.doi: 10.9708/jksci.2023.28.10.277

Yongfeng Hu; Gong Chi. A Study on Consumers' Continuance Intention in Live Streaming E-commerce Shopping. Journal of The Korea Society of Computer and Information, 28(10), 277-289. doi: 10.9708/jksci.2023.28.10.277

Yongfeng Hu; Gong Chi. A Study on Consumers' Continuance Intention in Live Streaming E-commerce Shopping. Journal of The Korea Society of Computer and Information. 2023; 28(10) 277-289. doi: 10.9708/jksci.2023.28.10.277

Yongfeng Hu, Gong Chi. A Study on Consumers' Continuance Intention in Live Streaming E-commerce Shopping. 2023; 28(10), 277-289. Available from: doi:10.9708/jksci.2023.28.10.277

Yongfeng Hu and Gong Chi. "A Study on Consumers' Continuance Intention in Live Streaming E-commerce Shopping" Journal of The Korea Society of Computer and Information 28, no.10 (2023) : 277-289.doi: 10.9708/jksci.2023.28.10.277