Factors Influencing College Students' Online Shopping Intention under the Development Trend of E-Commerce Live Broadcast
Abstract
Live e-commerce is popular among college Students because of its interactive and interesting nature, but there are also consumption problems such as overspending or loan rewarding by college students. This study takes college students as the research population, and constructs a research model that influences college students' online shopping intention in the context of live e-commerce becoming a development trend according to the technology acceptance model and the theory of planned behavior. The relationship between perceived risk, perceived usefulness and online shopping intention is empirically analyzed, and suggestions are proposed for college students' e-commerce live-streaming consumption problems based on the research findings.
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DOI: http://dx.doi.org/10.18686/fm.v8i3.8982
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