摘要
[目的/意义]旨在为电商直播平台的运营提供参考,从而有针对性地改善服务质量。[方法/过程]以技术接受模型(TAM)为基础,以淘宝直播平台为例,构建了研究大学生使用电商直播平台使用意愿的概念模型;运用问卷调查法采集数据并利用结构方程模型进行剖析。[结果/结论]用户从众心理、信任、商家信誉和交互性对电商直播平台用户的使用意愿有正向的显著影响,但是感知有用性和感知易用性对行为意愿影响不显著。
[Purpose/significance]The paper aims to provide references for the operation of e-commerce live streaming platforms,so as to improve the quality of service in a targeted manner.[Method/process]Based on the theory of Technology Acceptance Model(TAM),the paper takes Taobao Live as an example,constructs a conceptual model for the research on undergraduates’willingness to use the e-commerce live streaming platform,collects data by questionnaire survey,and analyzes with structural equation model.[Result/conclusion]The results show that user herd psychology,trust,merchant reputation,and interactivity have a significant positive effect on users’willingness to use e-commerce live streaming platforms,but perceived usefulness and perceived ease of use have no significant effect on behavioral willingness.
作者
李贞贞
肖宛如
赵雪芹
Li Zhenzhen;Xiao Wanru;Zhao Xueqin(School of History and Culture,Hubei University,Wuhan Hubei 430062)
出处
《情报探索》
2021年第1期72-78,共7页
Information Research
关键词
电商直播
用户接受行为
技术接受模型
淘宝直播
e-commerce live platform
user acceptance behavior
technology acceptance model
Taobao Live
