消费者持续使用电商直播意愿研究

Research on Consumers’ Willingness to Continuously Use E-Commerce Live Streaming

摘要: 由于新冠疫情发生，促使电商直播购物方式迅速发展。为助力电商直播的发展，从主播和平台两个方面出发，基于感知–情感–行为意愿(CAC)模型，并以感知有用性和满意度作为中介变量，构建消费者持续使用意愿影响研究模型，并通过问卷调查和结构方程模型进行实证研究。结果表明：主播和平台两个方面对消费者感知有用性和满意度均具有显著正向影响；感知有用性通过满意度间接对持续使用意愿产生显著正向影响，消费者满意度对消费者持续使用意愿产生显著正向影响。

Abstract: Due to the outbreak of COVID-19, the way of e-commerce has developed rapidly. In order to help the development of e-commerce live streaming, a research model of perception-emotion-behavior willingness (CAC) model is constructed from both anchor and platform, and with perception usefulness and satisfaction as intermediary variables, empirical research is conducted through questionnaire survey and structural equation model. The results show that both anchor and platform have significant positive effects on consumer perceived usefulness and satisfaction; perceived usefulness indirectly has significant positive impact on continuous use intention through satisfaction, and consumer satisfaction has significant positive impact on consumers’ continuous use willingness.