淘宝直播用户持续使用意愿的影响因素研究

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

摘要: 目前各种电商直播层出不穷，但有关电商直播用户使用行为研究非常少。本文首先基于技术接受模型(Task Technology Model, TAM)，增加了感知成本这一潜在变量，将直播平台特征、直播界面特点、直播主播特质和直播主播互动作为外部变量，提出研究假设，建立直播用户持续使用意愿影响因素的概念模型。接着，通过对淘宝直播用户问卷调查，收集了121份有效问卷，采用SPSS和AMOS进行数据分析，验证研究假设。实证研究结果表明：(1) 用户的感知有用性会显著正向影响其使用态度；(2) 用户的感知易用性会显著正向影响其感知有用性；(3) 用户的使用态度对其持续使用意愿有显著正向影响；(4) 直播平台特征对用户感知易用性和感知有用性均有显著正向影响；(5) 直播界面特点和直播主播特质对用户感知有用性有显著正向影响；(6) 但用户的感知有用性对持续使用意愿的影响不显著，感知易用性和感知成本对使用态度的影响均不显著，直播主播互动对用户感知有用性的影响不显著。

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 hypotheses, in which interface features of live streaming, characteristics of live anchors, live interaction 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’ perceived 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.