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Exploring the Influence of Live Streaming in Mobile Commerce on Adoption Intention From a Social Presence Perspective

Exploring the Influence of Live Streaming in Mobile Commerce on Adoption Intention From a Social Presence Perspective

Zixi Liu, Jian Yang, Lin Ling
Copyright: © 2021 |Pages: 21
ISBN13: 9781799889571|ISBN10: 1799889572|EISBN13: 9781799889588
DOI: 10.4018/978-1-7998-8957-1.ch056
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MLA

Liu, Zixi, et al. "Exploring the Influence of Live Streaming in Mobile Commerce on Adoption Intention From a Social Presence Perspective." Research Anthology on E-Commerce Adoption, Models, and Applications for Modern Business, edited by Information Resources Management Association, IGI Global, 2021, pp. 1115-1135. https://doi.org/10.4018/978-1-7998-8957-1.ch056

APA

Liu, Z., Yang, J., & Ling, L. (2021). Exploring the Influence of Live Streaming in Mobile Commerce on Adoption Intention From a Social Presence Perspective. In I. Management Association (Ed.), Research Anthology on E-Commerce Adoption, Models, and Applications for Modern Business (pp. 1115-1135). IGI Global. https://doi.org/10.4018/978-1-7998-8957-1.ch056

Chicago

Liu, Zixi, Jian Yang, and Lin Ling. "Exploring the Influence of Live Streaming in Mobile Commerce on Adoption Intention From a Social Presence Perspective." In Research Anthology on E-Commerce Adoption, Models, and Applications for Modern Business, edited by Information Resources Management Association, 1115-1135. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-8957-1.ch056

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Abstract

With the rise of live streaming, many internet companies began to carry out the live streaming business, and this system was applied in various fields. Due to the emergence of e-commerce live streaming in recent years, the studies on it are not comprehensive. And for the construction of live streaming of mobile e-commerce, it is rarely considered from the perspective of users' hedonic needs. This study combined with the social presence theory to build a conceptual model explored the impact of this system on users' intention to adopt from the perspective of enjoyment feeling. The results show visual scene positively affects users' perceived enjoyment, visual scene and communication function have positive effect on social presence, social presence has positive effect on perceived enjoyment, and perceived enjoyment positively affects users' adoption intention. Finally, the authors provide practical suggestions and strategies for platform operators and sellers.

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