An Empirical Study on the Influencing Factors of E-Commerce Live Streaming

The E-commerce platform represented by Taobao has launched live video broadcasts. Users will purchase online through a new shopping experience. The "Live streaming + E-commerce" model will become the mainstream in the future. There is little empirical research on the willingness and focus of users to use E-commerce live broadcasts. This study used attitude as a mediator variable to empirically demonstrate the influencing factors of user live use behaviors and the influence degree of each factor from five aspects: perceived ease of use, perceived usefulness, perceived fun, social presence, and "Immersive" experiences. The results show that: First, each variable has no direct influence on the intention of using live E-commerce; Secondly, perceived usefulness, perceived fun, "Immersive" experiences have an indirect effect on the use behaviors intention; Third, the Attitude is also an interaction between ease of use, perceived interest, perceived usefulness, social presence, and "Immersive" experiences. Finally, It provides reference Suggestions for E-commerce enterprises to divert, optimize experience, and generate income.