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A Study on Consumers' Continuance Intention in Live Streaming E-commerce Shopping

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2023, 28(10), pp.277-289
  • DOI : 10.9708/jksci.2023.28.10.277
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science
  • Received : September 11, 2023
  • Accepted : October 16, 2023
  • Published : October 31, 2023

Yongfeng Hu 1 Gong Chi 1

1경기대학교

Accredited

ABSTRACT

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.

Citation status

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