Research On Consumers’ Willingness To Transfer From Traditional E-Commerce Platform To Live E-Commerce Platform

In recent years,live e-commerce has attracted more and more attention.It has realized the transformation from search shopping to experiential shopping,and the iteration from text and picture display of commodity information to video and audio display of commodity information.With the development of live e-commerce,many consumers have changed from shopping on traditional e-commerce platforms to shopping on live e-commerce platforms.In the context of the coexistence of traditional e-commerce platforms and live e-commerce platforms,consumers’ willingness to transfer may hide huge risks and extraordinary opportunities for businesses.After the emergence of live e-commerce,academia has been paying attention to its development and studied it from different perspectives,such as the characteristics of anchor with goods,customers’ purchase intention,customers’ consumption behavior,the advantages and disadvantages of live e-commerce.However,few scholars pay attention to consumers’ willingness to transfer from traditional e-commerce platform to live e-commerce platform.Therefore,based on the push-pull anchor theory and technology acceptance model,this paper establishes a research model to study the transfer intention of consumers.Firstly,this paper reviews and combs the literature based on live e-commerce and traditional e-commerce,transfer intention,push-pull anchor model,technology acceptance model,social presence,current situation deviation theory,transfer cost and so on.On this basis,this paper puts forward the research model and puts forward 11hypotheses;Secondly,this paper uses the questionnaire method to carry out the survey.A total of 600 questionnaires are distributed,of which 531 are effective,and the effective rate of the questionnaire is 88.5%.The collected questionnaire data were analyzed by SPSS and Amos,including descriptive analysis,reliability and validity test,correlation analysis and hypothesis test.The empirical results show that:(1)perceived price has a positive impact on consumers’ willingness to transfer from traditional e-commerce platform to live e-commerce platform;(2)Perceived usefulness positively affects consumers’ willingness to transfer from traditional e-commerce platform to live e-commerce platform;(3)Social presence has a positive impact on consumers’ willingness to transfer from traditional e-commerce platform to live e-commerce platform;(4)Social presence positively affects perceived usefulness;(5)Perceived usefulness plays a mediating role in the influence of social presence on transfer intention;(6)Transfer cost has a positive impact on inertia;(7)Negative inertia affects consumers’ willingness to transfer from traditional e-commerce platform to live e-commerce platform;(8)Inertia negatively regulates the relationship between perceived price and transfer intention;(9)Inertia has no significant moderating effect on the relationship between perceived usefulness and transfer intention;(10)Inertia negatively regulates the relationship between social telepresence and transfer intention;(11)Inertia plays an intermediary role between transfer cost and transfer intention.Finally,this paper discusses according to the research conclusions,puts forward relevant opinions from the perspective of enterprises and live e-commerce platforms,and expounds the limitations and future prospects of this paper.