Ye Dingyu, Liu Fufan, Cho Dongmin, Jia Zhengzhi
Department of Design and Manufacturing Engineering, Jeonbuk National University, Jeollabuk-do, Republic of Korea.
Faculty of Information Technology, University of Jyväskylä, Finland.
Heliyon. 2022 Oct 18;8(10):e11145. doi: 10.1016/j.heliyon.2022.e11145. eCollection 2022 Oct.
As a new way of shopping, e-commerce live streaming (ELS) has gained unprecedented growth and popularity in the past years, especially in China. Because of the considerable rivalry in the ELS market, users frequently switch between ELS platforms. However, the switching intention of ELS users is yet to be explored for gaining new knowledge and practical insights. This study aims to improve the understanding of ELS users' switching intentions by developing an extended Push-Pull-Mooring (PPM) model. Using structural equation modeling, the study model was examined based on 443 valid responses from an online survey questionnaire. SmartPLS 3.3.2 was used to validate the causal model, and most of the study hypotheses were supported. According to the results, push effects (dissatisfaction, privacy concern, and negativity perceived value), pull effects (attractiveness of alternatives, perceived usefulness, perceived ease of use, and knowledge-based trust), and mooring effects (switching cost, social influence, and inertia) significantly influence ELS users' switching intentions. Furthermore, we found that mooring effects had a moderating role on the link between push effects and ELS user switching intention. However, the link between pull effects and ELS user switching intention was not found. The findings should aid ELS providers in deciphering ELS users' intentions in switching to other platforms and developing relevant theories, services, and regulations. The present study expands on previous research by introducing the PPM as a general model and demonstrating its effectiveness in explaining user switching intentions.
作为一种新型购物方式，电子商务直播（ELS）在过去几年中取得了前所未有的增长并广受欢迎，尤其是在中国。由于ELS市场竞争激烈，用户经常在不同的ELS平台之间切换。然而，ELS用户的切换意愿尚待探索，以便获取新的知识和实践见解。本研究旨在通过构建扩展的推拉系泊（PPM）模型来增进对ELS用户切换意愿的理解。利用结构方程模型，基于在线调查问卷收集的443份有效回复对研究模型进行了检验。使用SmartPLS 3.3.2对因果模型进行验证，大部分研究假设得到支持。结果显示，推力因素（不满、隐私担忧和负面感知价值）、拉力因素（替代方案吸引力、感知有用性、感知易用性和基于知识的信任）以及系泊因素（切换成本、社会影响和惯性）对ELS用户的切换意愿有显著影响。此外，我们发现系泊因素在推力因素与ELS用户切换意愿之间的关系中起调节作用。然而，未发现拉力因素与ELS用户切换意愿之间存在关联。这些研究结果应有助于ELS供应商解读用户切换至其他平台的意愿，并有助于发展相关理论、服务和规则。本研究通过引入PPM作为通用模型并证明其在解释用户切换意愿方面的有效性，对先前的研究进行了拓展。
