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2020 , Vol. 64 >Issue 5: 22 - 31

DOI: https://doi.org/10.13266/j.issn.0252-3116.2020.05.003

An Empirical Study on Influencing Factors of Live-streaming APP Using Behavior

  • Wang Xiwei ,
  • Liu Weili ,
  • Jia Fengqi ,
  • Zhang Chuang
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  • 1. School of Management, Jilin University, Changchun 130022;
    2. Big Data Management Research Center, Jilin University, Changchun 130022

Received date: 2019-08-07

  Revised date: 2019-10-21

  Online published: 2020-03-05

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Abstract

[Purpose/significance] The emerging interactive media represented by live-streaming is profoundly changing people's living habits and the spiritual and cultural needs. Analysis of the influencing factors of the behavior of live-streaming APP users can enable the live-streaming platform to better understand the adoption characteristics of live-streaming users. The adoption characteristics of live-streaming users help platform operators to provide better services.[Method/process] Based on the TAM and UTAUT models, a questionnaire and a structural equation model were used to construct a conceptual model of the influencing factors of the use behavior of online live APP users, and an empirical analysis was conducted on the influencing factors model of typical groups.[Result/conclusion] The results of data analysis show that the most influential effect of online live APP user is perceived interactivity, followed by user perceived value; perceived risk has a negative impact on the willingness of users of live-streaming users and social factors have no effect on their willingness to use.

Key words： live-streaming; APP; user behavior; influencing factors

Cite this article

Wang Xiwei , Liu Weili , Jia Fengqi , Zhang Chuang . An Empirical Study on Influencing Factors of Live-streaming APP Using Behavior[J]. Library and Information Service, 2020 , 64(5) : 22 -31 . DOI: 10.13266/j.issn.0252-3116.2020.05.003

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