HOW POSTGRADUATE STUDENTS ADOPT LIVESTREAM SHOPPING?: A CASE STUDY IN CHENGDU, CHINA
Keywords:
Livestreaming Shopping, Behavioral Intention, Perceived Enjoyment, AttitudeAbstract
This study intends to investigate the factors influencing the choice of livestream shopping among postgraduate students in Chengdu. Seven variables are perceived ease of use, perceived usefulness, perceived enjoyment, attitude, service quality, social influence, and behavioral intention. The researcher applied the quantitative method (n=500), distributing questionnaires to postgraduate students in three designated universities in Chengdu. The Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA) were used for the data analysis, and they included model fit, reliability, and validity of the constructs. The results explicated that perceived ease of use, usefulness, and enjoyment significantly impact attitude. Attitude, service quality, and social influence positively affect behavioral intention. Eight hypotheses were completely proven to fulfill research objectives. Hence, we need to observe how the different variables influence the customers’ behavioral intention and work less with a higher efficiency.
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