基于信息系统成功模型的电商直播研究—以淘宝电商直播为例

Research on E-Commerce Live Streaming Based on the Information System Success Model—Taobao E-Commerce Live Streaming as an Example

目前电商直播发展迅速,但国内外对于电商直播的实证研究很少。本文以信息系统成功模型为依据构建了电商直播的评价模型,提出研究假设,引入商品特征,结合信息质量、服务质量、感知价值、用户满意度和用户持续使用,研究电商直播的关键成功因素。通过Web挖掘,直接从淘宝电商直播平台获取了截至2017年3月的212条有效直播数据,结合SPSS和结构方程模型,对研究模型进行实证数据分析,验证了研究假设。与研究假设一致:1) 信息质量对感知价值和用户满意度有显著正向影响;2) 服务质量对用户感知价值有显著正向影响;3) 感知价值对用户满意度与持续使用有显著正向影响;4) 用户满意度对持续使用有显著正向影响。与研究假设不同:1) 商品特征对用户感知价值与用户满意度均无显著影响;2) 服务质量对用户感知价值无显著影响。由此,本文为电商直播平台的发展提出了相关建议。

Currently, there is little empirical study on E-commerce live streaming. Based on the information system success model, the evaluation model of the live streaming was proposed to put forward the research hypotheses from the perspective of the commodity characteristics, information quality, service quality, perceived value, customer satisfaction and users continuance use. Through Web mining, the data from the live streaming of Taobao by March 2017, 212 effective records were acquired. Then in combination with SPSS and structural equation model, empirical data was analyzed to verify the research hypotheses. Consistent with the hypotheses: 1) the information quality has a significant positive effect on perceived value and customer satisfaction;2) the service quality has a significant positive effect on perceived value;3) the perceived value has a significant positive impact on customer satisfaction and sustainable use;4) customer satisfaction has a significant positive effect on continuance use. Different from the research hypotheses: 1) commodity characteristics have no significant influence on user perceived value and user satisfaction;2) service quality has no significant influence on user perceived value. Therefore, this paper provided some suggestions for the development of the e-commerce live streaming platform.