Study on the Influencing Factors of Consumers'Continuous Purchase Intention in the Context of E-commerce Livestreaming
This paper constructs a model of consumers'intention to continue purchasing in the context of e-com-merce livestreaming with consumer satisfaction as the intermediary variable.Through questionnaire survey and soft-ware analysis,it explores the effects of perceived usefulness,expectation confirmation degree and streamers'charac-teristics on consumers'intention to continue purchasing.The results show that perceived usefulness,expectation validation,streamers'characteristics,consumers'characteristics and subjective norms have significant positive effects on consumers'continuous purchase intention.Consumer satisfaction plays a partial mediating role between per-ceived usefulness,expectation validation,streamers'characteristics and consumers'willingness to continue buying.Finally,from the three elements of e-commerce live streaming,namely,streamers,products and platforms,this pa-per puts forward countermeasures and suggestions to improve consumers'continuous purchase intention.
e-commerce livestreamingconsumers'willingness to continuous purchaseinfluencing factors
NETL
NSTL
万方数据
