基于TAM模型的直播带货用户信息交互行为影响因素研究  

Research on Influencing Factors of User Information Interaction Behavior in Live Streaming Commerce Based on TAM Model

作　　者：刘婷艳 王晰巍[1,2,3] 张雨[1] Liu Tingyan;Wang Xiwei;Zhang Yu(School of Management,Jilin University,Changchun 130012,China;Research Center for Big Data Management,Jilin University,Changchun 130012,China;Cyberspace Governance Research Center,Jilin University,Changchun 130012,China)

机构地区：[1]吉林大学商学与管理学院,吉林长春130012 [2]吉林大学大数据管理研究中心,吉林长春130012 [3]吉林大学空间治理研究中心,吉林长春130012

出　　处：《现代情报》2022年第11期27-39,共13页Journal of Modern Information

基　　金：国家社会科学基金重大项目“大数据驱动的社交网络舆情主题图谱构建及调控策略研究”(项目编号:18ZDA310)。

摘　　要：[目的/意义]本文基于沉浸理论为直播带货中用户信息交互行为的影响因素提供了新的研究视角,在实践层面更好地帮助规范直播带货主播的言行和推动形成良好的直播带货平台生态。[方法/过程]在TAM模型基础上,基于沉浸理论构建直播带货用户信息交互影响因素模型和提出研究假设,利用问卷调查收集样本,通过结构方程模型对其进行实证研究。[结果/结论]研究结果显示,感知有用性、感知易用性和沉浸体验在直播带货用户信息交互行为影响因素中发挥重要作用。同时,用户信息交互意愿也是直播带货中用户信息交互行为影响因素,社会影响对直播带货中用户信息交互意愿影响不显著。[Purpose/Significance]Based on Flow Experience Theory,this paper provides a new research perspective on the influencing factors of user information interaction behavior in live streaming commerce,and at the practical level,it will help the live steaming platforms to promote the normativity of the streamers and the merchant.[Design/Methodology]On the basis of the TAM model,based on the Flow Experience Theory,this paper constructed a model of influencing factors of user information interaction with live streaming commerce.By putting forward hypotheses and collecting samples through questionnaire survey,empirical research were conducted through structural equation model.[Results/Conclusion]The results show that perceived usefulness,perceived ease of use,and flow experience play an important role in the influencing factors of user information interaction behavior in live streaming commerce.Meanwhile,the user’s willingness to interact with information in live broadcast delivery is also an influencing factor of user information interaction behavior in live broadcast delivery,and social factors have no significant influence on the willingness to interact with live broadcast delivery.

关 键 词：直播带货 用户 信息交互行为 影响因素 

分 类 号：G252.0[文化科学—图书馆学]