The Research On Influential Mechanism Of The Mobile E-commerce Webcast On User's Online Shopping Intention

Since the first half of 2016,webcast service has been gradually valued by society.With the development of the Internet,the e-commerce platform also develops the functional forms of mobile e-commerce webcast.Mobile e-commerce webcast is that on mobile e-commerce platforms sellers present their products through the way of live streaming.Due to the rise of it,many researchers pay attention to the related studies.This study regards consumer's online shopping intention as research object,based on the regulatory focus theory,stimulation-organism-response(S-O-R)theory model as well as the features of mobile e-commerce webcast to explore the influence factors and mechanism of the mobile e-commerce webcast on consumer's online shopping behavior intention.This study adopts the method of questionnaire survey to get research data.We design the questionnaires based on previous research,and we send out questionnaires getting 253 valid questionnaires.Besides,this study uses the methods of structural equation and multi-group analysis to conduct empirical research on the collected data to verify the hypothesis.The research results show that information fit to task positively influences users' perceived usefulness;visual appearing effect positively influences users' perceived enjoyment;visual appearing effect positively influences users' social presence;sociability has a positive influence on users' social presence;perceived usefulness has a positive influence on users'perceived enjoyment;perceived usefulness has a positive influence on users' online shopping intention;perceived enjoyment has a positive influence users' online shopping intention;and the types of users' regulatory focus moderate the influence of perceived enjoyment on users'online shopping intention.