Research On The Use And Satisfaction Of Watching Live Commerce For College Student

With the attack of the Internet wave and the development of network broadcast technology,e-commerce platforms have been involved in the field of live broadcast one after another,and started the attempt of live broadcast delivery,which has achieved great development since 2016.In the studio,anchors communicate with users through real-time broadcasting,introducing product details,and users can interact with celebrity Internet celebrities and buy products at a better price than they usually pay offline or online.However,with the development of time,many problems have been exposed,such as uneven quality of goods,poor after-sales service anchors,poor personal quality,false publicity and other problems.Therefore,how to achieve healthy and sustainable development of live streaming goods is the most urgent problem to be solved by the industry at present.As the main consumer force in the new era,college students’ consumption mode and concept will have a profound impact on the overall consumption level and development of the society.Therefore,it is of great significance for the development of the whole live commerce industry to study their use behavior,use motivation and demand satisfaction and understand the user psychology of live commerce.This study takes college students who use live streamers as the research object,using the theory of use and satisfaction as the theoretical basis,and studying how to develop live commerce through the quantitative research method combining in-depth interview and questionnaire survey.In order to make up for the shortcomings of the use and satisfaction theory in the aspect that the core concepts are difficult to define,this study also combines the theory of Rational Behavior(TRA)and the technology acceptance model(TAM)as the theoretical model framework,and divides the user’s use motivation into six categories: Subjective psychological factors,perceived usefulness,perceived ease of use,perceived professionalism,perceived sociability,perceived entertainment.This paper discusses several questions,such as users’ motivation to use live commerce,how users’ behavior of using live commerce is presented,factors that affect users’ behavior of using live commerce and the degree of demand satisfaction.Finally,based on the answers to the above questions,the future development path of live streaming delivery delivery is discussed.The empirical research results show that there is a significant positive correlation between users’ usage behavior and perceived usefulness,perceived ease of use,perceived professionalism,and perceived entertainment.There is no correlation between usage behavior and subjective psychological factors and perceived sociability.In addition,the research also shows that there is a significant positive correlation between the use motivation and the use behavior and the degree of demand satisfaction,that is,the stronger the user’s use motivation when watching live broadcast,the more frequently the user uses live broadcast to bring goods,the higher the degree of demand satisfaction after watching live broadcast.Based on the above conclusions,we have a number of suggestions to promote the development of live broadcast: such as: focusing on needs of consumers and enhancing the fun and interactivity of live-streaming;hosts need to enhance their professional qualification and take responsibility for themselves;live studio should promote the shopping experience and grasp the price advantage.