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Characterizing Chinese consumers’ intention to use live e-commerce shopping

Author

Listed:
  • Zhou, Min
  • Huang, Jinlong
  • Wu, Kexin
  • Huang, Xin
  • Kong, Nan
  • Campy, Kathryn S.

Abstract

Live e-commerce shopping has attracted widespread attention in the global market, and China is the markets with the most active users. Despite the exponential growth of live e-commerce shopping, there are still challenges to understand the customer psychological determination mechanism. We proposed an extended theoretical model from the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and performed a cross-sectional survey of the e-commerce consumers. In total, 972 valid responses were collected from four cities in mainland China. Structural equation modeling was used to investigate the factors that influence consumers to adopt live e-commerce shopping. The empirical results confirm the theoretical model explains 78.5% of participants’ behavioral intention and 79.2% of use behavior. Performance expectancy (β = 0.325), effort expectancy (β = 0.202), facilitating conditions (β = 0.097), hedonic motivation (β = 0.213), habit (β = 0.228), and trust (β = 0.218) are significantly related with behavioral intention, while social influence (β = −0.036) and price value (β = 0.022) are not significant factors. Facilitating conditions (β = 0.206), habit (β = 0.203), trust (β = 0.392), and behavioral intention (β = 0.317) are the significant determinants of use behavior toward live e-commerce shopping. Four demographic variables, including gender, age, education, and income, release the significant moderating effects in the theoretical model. This research helps e-commerce platforms and retail stores develop effective strategies to activate consumers' adoption of live e-commerce shopping.

Suggested Citation

  • Zhou, Min & Huang, Jinlong & Wu, Kexin & Huang, Xin & Kong, Nan & Campy, Kathryn S., 2021. "Characterizing Chinese consumers’ intention to use live e-commerce shopping," Technology in Society, Elsevier, vol. 67(C).
    • Handle: RePEc:eee:teinso:v:67:y:2021:i:c:s0160791x21002426
    DOI: 10.1016/j.techsoc.2021.101767
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    8. Jinying Li & Gukseong Lee, 2024. "The Role of Broadcasters and Brand Image in Improving Consumer Loyalty—Evidence From Live Streaming on Chinese Social Platforms," SAGE Open, , vol. 14(1), pages 21582440241, March.
    9. Yao, Ruiqi & Qi, Guijie & Wu, Zhiqiang & Sun, Hua & Sheng, Dongfang, 2024. "Digital human calls you dear: How do customers respond to virtual streamers’ social-oriented language in e-commerce livestreaming? A stereotyping perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
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    Keywords

    e-commerce; Live shopping; Behavioral intention; UTAUT2; Trust; China;
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