Research On The Users’ Continuance Behavior And Optimization Proposals Of Short Video E-commerce Live

With the support of technology,policy,economic environment and other factors,ecommerce live developed rapidly.When analyzing the development of the entire Streaming Media industry,Yu Guoming pointed out that when technology can support the expansion of the industry,all industries should break functional limitations and expend opportunities.For short video platforms,live should be regarded.Live can break the original functional limitations of short video platforms,broaden development opportunities.In recent years,academic research on the profit model of E-commerce live broadcast has made some achievements,but very few people study the "E-commerce live t+".Based on The Expectation Confirmation Model of Information Systems Continuance(EECM-ISC),this study takes Tik Tok as an example,removes the two irrelevant variables,and introduces the two variables and constructs the user’s Continuance Behavior model of E-commerce live shopping in Tik Tok,and takes the experienced users as respondents.Firstly,this study adopted questionnaire to explore the influencing factors.Secondly,semi-structured interviews are used to better explain the quantitative results.This study has the following three conclusions: First,user’s willingness to continue using is influenced by both external and internal motivation,in which the external motivation is the user’s Perceived Usefulness and the internal motivation is the Perceived Entertainment.Secondly,In the numerous influencing factors,user Satisfaction is the most important factor affecting users’ Continuance Behavior.Thirdly,Perceived Ease of Use plays a very important role in the generation of Continuance Intention.Based on the conclusion of data analysis and interview results,this study puts forward some optimization suggestions for the development of e-commerce live on short video platform.From the user’s point of view,it is very important to improve the user’s satisfaction by improving quality,taking various measures to promote the anchor cultivation,and upgrading the live play with multi-technology.Improving the user’s satisfaction can also promote the continuous use behavior of users.From the short video platform,we should first strengthen industry self-discipline and heteronomy,and lay the foundation for long-term development.Secondly,the short video platform should improve the convenience of operation.For manufacturers,they should be guided by the needs of users of short video platforms,provide users with good services and promote enterprises to develop C2 B mode.For the short video platform,it is no longer applicable to compete for new users to seek rapid development.Striving for progress steadily and making progress steadily is the best strategy for now.For the whole industry,paying attention to users’ needs and value can force them to innovate,such as developing algorithms with multiple values,which is very important for the healthy development of the short video industry.