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

Donghui Li; Guozheng Zhang; Zeng Xu; Yong Lan; Yongdong Shi; Zhiyao Liang; Haiwen Chen

首页> 中文期刊> 《计算机、材料和连续体（英文）》 >Modelling the Roles of Cewebrity Trust and Platform Trust in Consumers’Propensity of Live-Streaming:An Extended TAM Method

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

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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.

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《计算机、材料和连续体（英文）》 |2018年第4期|P.137-150|共14页
作者
Donghui Li; Guozheng Zhang; Zeng Xu; Yong Lan; Yongdong Shi; Zhiyao Liang; Haiwen Chen;
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作者单位

Hunan Agricultural University Changsha 410128 People’s Republic of China(PRC);

Hunan Agricultural University Changsha 410128 People’s Republic of China(PRC);

Hunan Agricultural University Changsha 410128 People’s Republic of China(PRC);

Hunan Agricultural University Changsha 410128 People’s Republic of China(PRC);

Macau University of Science and Technology Macau People’s Republic of China(PRC);

Macau University of Science and Technology Macau People’s Republic of China(PRC);

National University of Defense Technology Changsha 410073 People’s Republic of China(PRC);

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原文格式 PDF
正文语种 chi
中图分类皮肤病学与性病学;
关键词
Live streaming; extended TAM approach; consumers’propensity; cewebrity trust; platform trust;

机译：直播;延长的TAM方法;消费者的强度;CEWEBRICE信任;平台信任;

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

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