SHS Web Conf.
Volume 155, 20232022 2nd International Conference on Social Development and Media Communication (SDMC 2022)
|Number of page(s)||10|
|Section||Media Communication and Analysis of Social Hot News|
|Published online||12 January 2023|
Predicting Online Shopping Intention: the Theory of Planned Behavior and Live E-Commerce
1 Xiamen University, VisualCommunication Design, Xiamen, China
2 Heilongjiang University of Science and Technology, Communication Engineering, Heilongjiang, China
With the development of new media technology, some new changes have been brought to traditional shopping. In this environment, live streaming e-commerce has been loved by online consumers. We adopted the theory of planned behavior (TPB), perceived interactivity and perceived utilitarian value as the theoretical basis for research. In the part of data collection, we surveyed 600 Chinese online consumers, the results showed that attitude, subjective norms, perceived behavior control, perceived interactivity and perceived utilitarian value significantly affected consumer behavior intention. The article also discussed the practice and theoretical contributions for live streaming e-commerce.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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