Study On Users’ Willingness To Transfer Behavior In The Context Of E-Commerce Live Streaming

With the progress of technology,"e-commerce live streaming" shopping has become a new and unprecedented way of shopping.It not only meets people’s growing consumer demand,but also provides a new and unlimited possibility path for the development of e-commerce.In recent years,e-commerce live broadcasting has quickly entered the public eye,and has become a form of shopping that consumers love.Compared with traditional shopping methods,e-commerce live broadcasting pays more attention to humanization,integrates human factors into the process of shopping,creating a new and interesting shopping atmosphere,so that consumers can more deeply experience the fun of shopping.With the development of the e-commerce industry,more and more live broadcasting platforms have joined in to it,making the competition in this field more intense.In the current situation of e-commerce live broadcasting,the cost of acquiring new users for each platform is getting higher and higher.Therefore,the key factor for the long-term development of an e-commerce live broadcasting platform is to effectively prevent existing customers from generating transfer intention or behavior.In the existing research,few researchers pay attention to the problem of users’ willingness to transfer behavior in the context of e-commerce live broadcasting.Therefore,it is of great significance to explore and study the influence mechanism of users’ behavior transfer intention under the scenario of e-commerce live streaming.Combined with the characteristics of e-commerce live broadcast scene,the perceived value is introduced,and the three factors of push-pull-anchor in the theoretical model of PPM affect users’ willingness to transfer.Based on the PPM theory model and SOR theory model,the driving factors(anchor not satisfaction,product satisfaction,platform not satisfaction),pull factors(relative usefulness,relative ease of use)as independent variables,perceived value(perceived utilitarian value and perceived hedonic value)as a mediating variable,anchor factors(transfer cost)as a regulating variable,study the user’s transfer will,and put forward the relevant assumptions.Drawing on the mature scales of previous relevant studies and designed according to the relevant characteristics of e-commerce live broadcast scenarios,questionnaires were distributed and 435 valid questionnaires were collected.The data used SPSS and AMOS software to verify the hypothesis relationship from the descriptive statistical analysis,reliability and validity analysis,structural equation model,mediation effect test,and regulatory effect test.The data inspection and analysis results show that: 1.Driving factors(host dissatisfaction,product dissatisfaction and platform dissatisfaction)have a significant negative impact on the perceived utility value of e-commerce live streaming platforms;among the driving factors,only host dissatisfaction has a significant negative impact on the perceived hedonic value of e-commerce live streaming platforms.The driving factors(relative usefulness and relative ease of use)have a significant negative impact on users’ perception of hedonic value and utilitarian value in their current use of e-commerce live broadcast platforms.2.The perceived hedonic value and perceived utilitarian value used by current e-commerce live broadcasting platforms both have significant negative effects on users ’intention to transfer behavior,and the influence of perceived hedonic value on users’ transfer behavior intention is higher than that of perceived utilitarian value.3.For the intermediary effect,perceived utilitarian value plays an intermediary role in the relationship between all driving factors and users ’willingness to transfer behavior,and perceived hedonic value plays an intermediary in the relationship between anchors’ dissatisfaction among driving factors and users’ willingness to transfer behavior...