How does e-commerce live streaming in China affect consumers’ purchasing intentions?

In recent years, the live streaming sector has had significant growth due to the concurrent rise of the national high-tech industry and rapid economic development. This industry has effectively impacted the lifestyle and buying habits of contemporary individuals by capitalizing on its distinctive developmental advantages. When comparing live streaming services combined with e-commerce to traditional e-commerce, it becomes evident that the former offers certain advantages stemming from the incorporation of social media features. These characteristics serve to foster customer engagement and participation in live purchasing experiences. The primary aim of this research is to predict the impact of e-commerce live streaming features on the perceived trust of Chinese consumers, and therefore, on their purchase intention. Thus, employing literature review, questionnaire survey, and statistical analysis, this study categorizes the attributes of e-commerce live broadcasting into four distinct dimensions: primary broadcast influence, product display, price promotion, and customer assessment. The data analysis was conducted using SPSS26, and the SOR model was employed to investigate the impact of e-commerce live broadcasting characteristics on customers' buy intention through the perception of trust. The findings indicate that many factors, such as anchoring, product display, price promotion, and customer evaluation, have a notable beneficial impact on customers' perceived trust in e-commerce live streaming. Furthermore, it is shown that perceived trust has a favorable impact on consumers' desire to make purchases. This paper presents practical recommendations for e-commerce enterprises, drawing on the findings of the research. The aim is to enable these enterprises to leverage the unique features of e-commerce live broadcasting in order to enhance customers' purchase intention, establish a favorable reputation, and increase their visibility. To optimize user engagement and retention, it is crucial to establish meaningful and profound interactions with consumers

Pengaruh Kualitas Layanan, Kualitas Situs Web dan Reputasi Terhadap Niat Beli Ulang Dengan Kepercayaan Sebagai Variabel Mediasi (Studi Empiris Dalam Niat Beli Ulang Pada E-commerce Shopee)

The progress of electronic commerce that is so fast provides the convenience of shopping for consumers. Efforts are made to cultivate repurchase intentions through quality of service, website quality and reputation that will build trust. This study aims to analyze the effect of service quality, website quality and reputation on repurchase intentions with trust as a mediating variable in Shopee e-commerce. The survey was conducted on 110 e-commerce users in the Surakarta Residency area. Data analysis was carried out by SEM analysis using the evaluation of the PLS model through the SmartPLS program. The results of this study indicate that service quality has a significant positive effect on trust, website quality has a significant positive effect on trust, and reputation has a significant positive effect on trust. In addition, this study also shows that service quality has a direct effect on repurchase intentions without trust mediation, reputation also has a direct effect on repurchase intentions without trust mediation. Meanwhile the quality of the website does not directly affect the intention to repurchase and in fact the quality of the website has an effect on the intention to repurchase if it is through trust mediation. Regarding the direct effect of trust on repurchase intentions, this study also shows positive and significant results. Perhaps there is still little research on the effect of trust on repurchase intentions in the factors driving online shopping attitudes, this research is expected to contribute to related fields and provide benefits for companies in an effort to increase repurchase intentions through factors driving online shopping attitudes with indications of trust obtained from quality. service, website quality and reputation

A Framework For Assessing Perceived Trust And Security In Electronic Payments System : A Case Study Of Iraq

E-commerce is based on electronic payment systems (EPS) and the growing volume of e-commerce makes EPS more important for both businesses and consumers. The usage of EPS in Iraq is suffering from many difficulties and problems in implementation and consistency although it is considered to be in its main phases of development. Among the problems are about the users’ perceived security and trust. Perceived security can be defined as a subjective evaluation of the security of the EPS by the consumer, while perceived trust referred to the belief of consumers that e-payment transactions will be processed according to their expectations. The lack of perceived security and trust has been identified as one of the most vital factors slowing the development of e-commerce. This poses a challenge to the Iraq government in realizing the initiatives of e-services particularly in the EPS initial phase, identification phase, build phase, integration phase, fine tune and expansion phase. However, there has been lack of study to advance the understanding in the subject of citizens’ perceived trust and security that affecting the EPS usage in Iraq. This research addresses this gap through an empirical study of perceived trust and security factors in impacting EPS usage in Iraq. In this research a framework is designed to describe the determinant factors of perceived trust and security, its relationship, and the subsequent effect on the EPS use. In order to understand the level of trust in Iraq, a survey was conducted among citizen of Iraqi with different academic levels in regard to trust and security factors. The determinant factors are obtained based on previous research theories, which are: transaction procedure, technical protection, perceived privacy, perceived security, perceived usefulness, and perceived ease of use of EPS. A sample of 422 respondents was analysed through structural equation modelling (SEM); the findings indicate that both perceived trust and security factors have a significant influence on EPS use. The effect of perceived trust on the use of EPS, emphasized as a regression coefficient in the results, has been found to be a strong one. This research contributes to the area of trust and security perception in e-commerce with particular interest on Iraq. The results of this study will be a point-out of the basics framework of trust and security perceptions for electronic payment systems in Iraq. The findings will help the current implementation challenges; in order to conform to the electronic payment systems requirements towards establishments of e-services in Iraq

The Impact Of Technology Trust On The Acceptance Of Mobile Banking Technology Within Nigeria

With advancement in the use of information technology seen as a key factor in economic development, developed countries are increasingly reviewing traditional systems, in various sectors such as education, health, transport and finance, and identifying how they may be improved or replaced with automated systems. In this study, the authors examine the role of technology trust in the acceptance of mobile banking in Nigeria as the country attempts to transition into a cashless economy. For Nigeria, like many other countries, its economic growth is linked, at least in part, to its improvement in information technology infrastructure, as well as establishing secure, convenient and reliable payments systems. Utilising the Technology Acceptance Model, this study investigates causal relationships between technology trust and other factors influencing user’s intention to adopt technology; focusing on the impact of seven factors contributing to technology trust. Data from 1725 respondents was analysed using confirmatory factor analysis and the results showed that confidentiality, integrity, authentication, access control, best business practices and non-repudiation significantly influenced technology trust. Technology trust showed a direct significant influence on perceived ease of use and usefulness, a direct influence on intention to use as well as an indirect influence on intention to use through its impact on perceived usefulness and perceived ease of use. Furthermore, perceived ease of use and perceived usefulness showed significant influence on consumer’s intention to adopt the technology. With mobile banking being a key driver of Nigeria’s cashless economy goals, this study provides quantitative knowledge regarding technology trust and adoption behaviour in Nigeria as well as significant insight on areas where policy makers and mobile banking vendors can focus strategies engineered to improve trust in mobile banking and increase user adoption of their technology

Evaluating trust in electronic commerce : a study based on the information provided on merchants' websites

Lack of trust has been identified as a major problem hampering the growth of Electronic Commerce (EC). It is reported by many studies that a large number of online shoppers abandon their transactions because they do not trust the website when they are asked to provide personal information. To support trust, we developed an information framework model based on research on EC trust. The model is based on the information a consumer expects to find on an EC website and that is shown from the literature to increase his/her trust towards online merchants. An information extraction system is then developed to help the user find this information. In this paper, we present the development of the information extraction system and its evaluation. This is then followed by a study looking at the use of the identified variables on a sample of EC websites

An Exploratory Study on the Level of Trust towards Online Retailers among Consumers in the United Kingdom and Malaysia

This study aims to investigate the extant level of trust towards online retailers among consumers in two different geographical and cultural locations – UK and Malaysia based on Michell’s et al. trust model. The objectives of this study are: 1. To identify the predictive variables of customers’ trust towards online retailers 2. To ascertain the extent of the consumer trust variable as being the essential element of online shopping 3. To analyse the differences in perception of online trust between consumers in the United Kingdom and Malaysia The study showed that online retailers are comparatively more trusted in UK than in Malaysia indicative by the higher average levels of trust from consumers in the UK. Additionally, the UK had a higher age group in the 25 – 34 category contributing the highest average trust value compared to Malaysia’s highest average trust value found in the lower 18 – 24 age group. There were a relatively higher percentage of male users; 66 per cent and 78 per cent in the UK and Malaysia respectively. Multiple stepwise regressions were used to analyse the level of trust against the selected trust correlates

National culture and on-line trust: a study of internet Egyptian users

This research-in-progress investigates cultural issues in e-commerce trust. An experiential survey was conducted with three hundred and seventy Egyptian Internet users, exploring two book-seller web sites. Structure equation modeling analysis suggested that, for the target sample, perceived reputation and perceived familiarity with an Internet store have significant effect on building trust for that store. The paper discusses the importance of these two factors within the Egyptian culture

The driving factors of continuance online shopping: Gender differences in behaviour among students in Saudi Arabia

This study proposes a revised technology acceptance model that integrates expectation confirmation theory to measure student gender differences with regard to continuance online shopping intentions in Saudi Arabia. The 234-respondent sample consists of 61.5% women and 38.5% men. A structural equation model confirms model fit. Perceived usefulness, enjoyment, and subjective norms are determinants of online shopping continuance in Saudi Arabia. Both male and female groups are equivalent. The structural weights are also largely equivalent, but the regression paths from subjective norms to enjoyment and subjective norms to continuance intention (in the men sample) and perceived usefulness to continuous intention (in the women sample) are not supported. The model was operationally generalized across the whole of Saudi Arabia. This research moves beyond online shopping intentions and includes factors affecting online shopping continuance. The research model explains 71% of the intention to continue shopping online. This research suggests that online strategies cannot ignore either the direct or indirect gender differences on continuance intentions in Saudi Arabia. The model can be generalized across Saudi Arabia