The Research on the Influencing Factors of Consumer Information Adoption of Live E-commerce
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Yang Chen, Yuxin Cai
Based on the reality of the development of China's live e-commerce, this paper selects performance expectation, effort expectation, social impact, contributing factors and perceived risk as the factors that affect the adoption of live e-commerce consumer information. Since adoption behavior is driven by adoption intention, which has been regarded as an intermediary variable. The questionnaire was sent out through the network channel to collect data. The empirical results show that performance expectation, effort expectation, social influence and contributing factors have significant positive effects on adoption intention, and adoption intention has positive effects on adoption behavior. Therefore, live e-commerce should meet users' expectations, improve users' expectations, build a good social impact, and enhance the enabling conditions.
Consumer Information Adoption, Live E-commerce, Influencing Factors