Research On Factors Influencing E-commerce Live-streaming Users’ Continuance Intention

With the emergence of e-commerce live-streaming,users have a new shopping experience.Compared with other types of live-streaming,the number of e-commerce live-streaming users and the market scale grows fast.However,with the hot development of e-commerce live-streaming,there are many negative public opinions.Problems such as false advertising,wrong goods,no after-sale protection,counterfeit goods,tax evasion and so on have reduced users’ satisfaction.Under the background of the increasing customer acquisition cost,the e-commerce live-streaming "population dividend" is waning and it is entering a maturing phase,so users’ competition gradually shifts from stock to increment.And the continuance intention have an impact upon the possibility of retaining e-commerce live-streaming users.Based on the empirical papers,the expectation-confirmation model of IS continuance(ECM-ISC)is popular in the study of continuance intention.Thus this paper chose it as the basic model.Guided by the uses and gratifications theory,this paper proposes a research model that affects users’ continuance intention towards e-commerce live-streaming based on the characteristics and relevant interview contents of e-commerce live-streaming,etc.In total,nine variables and nine hypotheses were set in this paper.Data were collected via a questionnaire and analyzed by SPSS version 25.0.The regression equations were obtained and the mediating effect of satisfaction was tested.The results suggest that the characteristics of live-streaming host,the value of information,and communication and interaction have significant positive impacts upon the perceived usefulness,and the influence intensity declines in order;the perceived usefulness and expectation confirmation have significant positive impacts upon their satisfaction;their satisfaction and perceived usefulness have significant positive impacts upon users’ continuance intention.And the above results are consistent with the original hypotheses.Neither perceived privacy risk nor perceived cost can significantly affect continuance intention,suggesting that the two original hypotheses isn’t supported.The results also suggest that satisfaction acts as a mediating variable between perceived usefulness and continuance intention,and the proportion of mediating effect was 51.5%.Expected confirmation indirectly affected continuance intention through the mediation effect of satisfaction.According to the results,this paper puts a few suggestions for the e-commerce live-streaming: manage the host image and increase attractiveness;improve the host bargaining power and exert the influence of key opinion leaders;make selection rules and build the core force of foundation;improve the quality of communication and interaction and strengthen users’ emotional attachment of the live-streaming room;uphold the live-streaming information reality,expand the information dissemination matrix.