摘要
基于信息生态视角分析直播电商平台用户信息交互行为的驱动因素,有利于了解用户交互行为发生的机理,从而助力直播电商领域的持续发展。文章以技术接受模型的逻辑框架为基础,结合直播电商具体情境,从信息生态视角出发构建直播电商平台用户信息交互行为影响因素模型,并利用结构方程建模的实证分析方法对模型假设进行验证。研究结果表明,感知有用性、心流体验与交互氛围正向影响直播电商平台用户信息交互意愿,感知风险反之,其中,心流体验的影响程度最大,其次为感知有用性与感知风险,交互氛围影响相对最弱;技术促进性与信息交互意愿对直播电商平台用户信息交互行为产生显著正向影响。
Based on the perspective of information ecology,this paper analyzes the driving factors of usersinformation interaction behavior on live streaming e-commerce platforms,which is conducive to understanding the mechanism of user interaction behavior and thus contributing to the sustainable development of live streaming ecommerce.On the basis of the logical framework of the technology acceptance model and the specific situational factors of live streaming commerce,from the perspective of information ecology,this paper constructs the model of influencing factors of user information interaction behavior,and uses the structural equation model for empirical analysis to verify the hypothesis of the model.The results show that perceived usefulness,flow experience and interaction atmosphere positively affect usersintention of information interaction,while perceived risk has the opposite effect.Among these factors,flow experience has the largest impact,followed by perceived usefulness and perceived risk,and interaction atmosphere has the weakest impact.Technology facilitation and information interaction intention have significant and positive effects on the behavior of user information interaction.
作者
李丽滢
朱雪慧
LI Li-ying;ZHU Xue-hui(School of Business Management,Liaoning Technical University,Huludao 125105,China)
出处
《大学图书情报学刊》
2023年第6期71-80,共10页
Journal of Academic Library and Information Science
关键词
直播电商
信息交互
用户信息
用户交互
交互行为
信息生态
live streaming commerce
information interaction
user information
user interaction
interaction behavior
information ecology
