Research On The Influencing Factors Of Consumers’ Continuous Trust In The Context Of Social Live Streaming E-commerce

Since 2016,"live+E-commerce" has been rapidly popular in the market with its innovative model.It has developed rapidly under the background of the epidemic in 2020 and has become a new outlet.In addition to traditional E-commerce platforms,many social content platforms are also actively distributing live business,so the social live streaming E-commerce represented by Douyin E-commerce and Kuaishou E-commerce is rising.However,with the rapid development of the social live streaming E-commerce,the problems of low consumer satisfaction and low user loyalty still seriously hinder its development.Therefore,it is particularly necessary and realistic to explore the influencing factors of consumers’ continuous trust in the context of social live streaming E-commerce.Firstly,this paper combs the relevant research on the live streaming E-commerce and consumer trust at home and abroad,and pay close attention to the research on the social live streaming E-commerce and continuous trust;Then,taking S-O-R model as the overall research framework,ECM-ISC as the theoretical basis and the three elements of"people-goods-place" as the starting point,this paper constructs the theoretical model,designs the structural equation model and puts forward 12 research hypotheses;Then,by referring to the mature scales studied at home and abroad and combined with the characteristics of the social live streaming E-commerce,a questionnaire was designed,and a total of 258 questionnaires were recovered,including 202 valid questionnaires;Finally,SPSS and Amos are used to test the fitting effect,through this way,we can verify the research hypothesis.Through empirical research,the main conclusions are as follows:(1)Streamer perception plays an important role in perceived usefulness,while commodity perception and platform perception have no significant effect on perceived usefulness;Product perception and platform perception play an important role in expected confirmation,while streamer perception has no significant impact on expected confirmation;(2)Expected Confirmation positively affects perceived usefulness,and expected confirmation and perceived usefulness has a profound effect on initial trust;(3)The notable effect of expectation confirmation and initial trust on continuous trust is observed,and perceived usefulness shows no significant change on continuous trust.Combined with the development stage of social live streaming E-commerce,this study chooses sustainable trust as the research perspective,in order to provide effective suggestions for platforms and businesses entering the mature stage to increase user stickiness and retain consumers for a long time.This study constructs the influencing factor model of consumers’ sustainable trust in the context of social live streaming E-commerce,discusses the impact of the three elements of"people-goods-place" on consumers’ continuous trust,and puts forward relevant suggestions.The research results lays a theoretical foundation for subsequent research,and t · he social live streaming E-commerce platforms、streamers and businesse are given suggestions and recommendations for improving user retention and increasing user stickiness.