Research on the Impact of Taobao Live Broadcasting on College Students’ Online Consumption Behavior Based on TAM Model

Abstract

Through real-time and timely two-way transmission, Taobao Live has formed a better interaction with consumers, thus motivating consumers and bringing about a better consumer experience. At the same time, as the number of users of Taobao Live increased sharply, more benefits have been brought to other participants, which have provided more employment opportunities and increasing sales for people and online merchants respectively. Based on the TAM model, a qualitative and quantitative analysis was conducted through questionnaire surveys, attempting to find out the factors that affect college students’ consuming behavior on Taobao Live, and provide for Taobao Live Platform and other participants to attract consumers. Here are some certain references and suggestions to promote the development of Taobao Live: Taobao Live Platform should focus on optimizing the design of Taobao Live’s homepage and interactive functions, and standardize the quality of the platform’s products; Taobao’s self-employed merchants should try to cooperate with online celebrities; if they choose themselves to be the anchor, merchants should take full advantage of the Taobao Live Platform to enhance interaction with the audience.