Research on Influencing Factors of Users’ Continuance Intention toward Taobao Live Streaming

Abstract

Currently the e-commerce live streaming develops quickly, however there is little research on the user behavior in such context. Firstly, based on the TAM (task technology acceptance model, TAM), we add the potential variable perceived cost to propose the concept model with research hypo-theses, in which interface features of live streaming, characteristics of live anchors, live interac-tion and characteristics of the live streaming platform are used as external variables. Secondly, through questionnaire survey of Taobao live streaming, 121 valid questionnaires are collected and analyzed by SPSS and AMOS to test the proposed research hypotheses. The results show that (1) users' perceived usefulness significantly affected users' attitude towards use; (2) users' per-ceived ease of use significantly affected users' perceived usefulness; (3) users' attitude significantly affected users' continuance intention; (4) characteristics of Taobao live streaming platform have significantly positive impacts on users' perceived ease of use and perceived usefulness; (5) the features of the live interface and anchor's factors notably affect users' perceived usefulness; (6) unexpectedly, the perceived usefulness had no significant effect on continuance intention, both the perceived ease of use and the perceived cost had no significant effect on the attitude toward use, and live interaction had no significant effect on the perceived usefulness.