The Effect of Perceived Usefulness, Perceived Ease of Use, and Social Influence Toward Purchase Intention Mediated by Trust in Live Streaming Platform

Yifei Zhang · Albattat Ahmad · Norhidayah Binti Azman · Mingxia Wei

11 citations0/0 files storedJournal of Law and Sustainable Development

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Technology Adoption and User Behaviour Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

Purpose: This study proposed a new model to investigate the mediating effect of trust in the platform and the connection between factors that precede trust in platforms and consumers' purchase intentions. Theoretical framework: This study combines the Technology Acceptance Model (TAM) with social influence to support the categorization of factors influencing trust in the platform and purchase intention. Design/methodology/approach: This study employs an empirical research method, conducting random sampling among users of the Douyin platform, selecting those with purchase intentions or prior purchase experience. Findings: According to the findings of this paper, both social influence and perceived usefulness exert a direct and noteworthy influence on customers' purchase intentions. They can also influence customers' purchase intentions through trust in the platform. However, Regarding the connection between perceived ease of use and purchase intention, trust in platform does not exhibit a noteworthy mediating effect. Research, Practical & Social implications: Theoretically, the research has identified a significant impact of trust in platform on purchase intention, providing a direction for future researchers to further explore in this area. Practically, this study can provide marketers with strategies and insights to enhance purchase awareness from the platform's perspective Originality/value: This study combines TAM with social influence to propose a new theoretical model for exploring the factors influencing trust and purchase intention. In the field of live-streaming e-commerce, few scholars have previously explored the factors influencing purchase intention from the platform's perspective. This research addresses this gap in the literature.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1991The theory of planned behavior 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 2015Common Method Bias in PLS-SEM 2003Trust and TAM in Online Shopping: An Integrated Model1 1991Assessing Construct Validity in Organizational Research 2012Lateral Collinearity and Misleading Results in Variance-Based SEM: An Illustration and Recommendations

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