| 大学生使用电商直播平台影响因素研究——以淘宝直播为例 |
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| 引用本文： | 李贞贞,肖宛如,赵雪芹.大学生使用电商直播平台影响因素研究——以淘宝直播为例[J].情报探索,2021(1):72-78. |
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| 作者姓名： | 李贞贞 肖宛如 赵雪芹 |
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| 作者单位： | 湖北大学历史文学学院 |
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| 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。
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| 关 键 词： | 电商直播 用户接受行为 技术接受模型 淘宝直播 |
Influencing Factors of College Students’Use of E-commerce Live Streaming Platform:Case Study of Taobao Live |
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| Li Zhenzhen,Xiao Wanru,Zhao Xueqin.Influencing Factors of College Students’Use of E-commerce Live Streaming Platform:Case Study of Taobao Live[J].Information Research,2021(1):72-78. |
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| Authors: | Li Zhenzhen Xiao Wanru Zhao Xueqin |
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| Institution: | (School of History and Culture,Hubei University,Wuhan Hubei 430062) |
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| Abstract: | 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. |
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| Keywords: | e-commerce live platform user acceptance behavior technology acceptance model Taobao Live |
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