A Study on Female Consumers' Purchase Intention in Live Commerce: A Study on Taobao Live

Abstract

The purpose of this research is to explore the factors that influence consumers' purchasing intentions and their relationships in online live distribution, which has become popular in recent years. Therefore, we set a structural model and a measurement model that combined technology acceptance model and flow experience, and conducted an empirical analysis by questionnaire survey using Taobao Live as a case. As a result of analyzing valid answers 226 using statistical software SPSS and AMOS, opinion leaders and atmospheric cues cannot influence purchasing intention only by perceived usefulness,is necessary to go through flow experience. Visibility affordance have been found to affect flow experience only through perceived ease of use. Therefore, it is important to provide a comfortable online live flow experience environment