Modelling the Roles of Cewebrity Trust and Platform Trust in Consumers’Propensity of Live-Streaming:An Extended TAM Method

• 作者: Donghui Li Guozheng Zhang Haiwen Chen Yong Lan Yongdong Shi Zeng Xu Zhiyao Liang
• 来源期刊: 计算机、材料和连续体(英文)
• 学科: 医学
• 关键词: LIVE STREAMING extended TAM approach consumers’propensity cewebrity TRUST platform TRUST
• 年，卷（期）: 2018,（4）
• 页码范围: 137-150
• 页数: 14页
• 分类号: R75

摘要

Live streaming is a booming industry in China,involving an increasing number of Internet users.Previous studies show that trust is a cornerstone to develop ecommerce.Trust in the streaming industry is different from that of other e-commerce areas.There are two major dimensions of trust in the live streaming context:platform trust and cewebrity trust,which are both important for customers to adopt and reuse a specific live streaming service.We collected questionnaire data from 520 participates who have used live streaming services in China.We model the collected data and identified factors that can influence users’propensity by an extended technology acceptance model(TAM)method.According to our analysis,both cewebrity trust and platform trust will greatly influence users’intention to reuse a certain platform.Moreover,results also indicate that cewebrity trust is far more important than platform trust.These findings can lead to several management strategies to improve the adherence of users to streaming platforms.