Research on E-Commerce Live Streaming Based on the Information System Success Model—Taobao E-Commerce Live Streaming as an Example

Abstract

Currently, there is little empirical study on E-commerce live streaming. Based on the information system success model, the evaluation model of the live streaming was proposed to put forward the research hypotheses from the perspective of the commodity characteristics, information quality, service quality, perceived value, customer satisfaction and users continuance use. Through Web mining, the data from the live streaming of Taobao by March 2017, 212 effective records were acquired. Then in combination with SPSS and structural equation model, empirical data was analyzed to verify the research hypotheses. Consistent with the hypotheses: 1) the information quality has a significant positive effect on perceived value and customer satisfaction; 2) the service quality has a significant positive effect on perceived value; 3) the perceived value has a significant positive impact on customer satisfaction and sustainable use; 4) customer satisfaction has a significant positive effect on continuance use. Different from the research hypotheses: 1) commodity characteristics have no significant influence on user perceived value and user satisfaction; 2) service quality has no significant influence on user perceived value. Therefore, this paper provided some suggestions for the development of the e-commerce live streaming platform.