直播电商用户使用影响因素研究

A Study on Factors Influencing Consumer Usage of Live Streaming E-Commerce

作为数字经济的新兴业态,直播电商已成为助力经济社会发展的新动能。如何更好地捕捉公众需求、认知用户行为、提升发展质量、推动行业升级成为直播电商领域的重点研究内容。本文以技术接受与使用整合理论为基础框架,结合感知风险与路径依赖理论,建立直播电商用户使用影响因素模型,研究绩效期望、努力期望、社会影响、便利条件对用户行为意愿和使用行为的影响作用,以及感知风险、路径依赖与上述因素之间的相关关系,并对加快推进直播电商发展提出对策建议。

As an emerging business form of digital economy,live streaming e-commerce has become a new growth driver for economic and social development.Various research issues emerge,such as capturing public requirements,perceiving user behavior,improving development quality and promoting industrial upgrading.In this paper,a model of factors influencing consumer usage of live streaming e-commerce is presented based on the Unified Theory of Acceptance and Use of Technology as well as the theory of perceived risk and path dependence,which shows that performance expectancy,effort expectancy,social influence and facilitating conditions have significant effects on consumer behavioral intention and use behavior.Both perceived risk and path dependence are found to be correlated to the factors mentioned above.The paper also offers several strategies and recommendations to accelerate the development of live streaming e-commerce.