| In recent years,e-commerce live streaming as an emerging shopping method has brought great change to the e-commerce.E-commerce live streaming is gradually changing consumers’ shopping habits as well as their lifestyles,which bring new opportunities for online merchants,and boost marketing effects.Influence and antecedent of consumers’ behavior in live streaming are practical research problems that have attracted sufficient attention.Scholars from home and abroad have carried out a large number of studies,mainly focusing on consumers’ purchasing behavior,user participation,and user willingness to use.Different from traditional shopping,online shopping is virtualized and electronic,which is a double-edged sword.It not only brings benefits such as shopping convenience and cost-effective products,but also leads to problems such as distortion of product information,consumer privacy leakage and violation of consumer rights such as fake products.False propaganda,selling fake goods and privacy leakage have become three major problems of online shopping,which would jeopardize shopping safety as well as have a negative impact on consumer rights and shopping safety.It can be seen that maintaining online shopping safety is of vital importance.The possibility of online shopping causing losses to consumers is user’s perceived risk,which is an important antecedent of consumer attitudes and behaviors.Consumers’ perceived risk is a major threat to online shopping security,and it is a necessary method to ensure shopping safety of reducing perceived risk.It is of great significance to explore the antecedents of user perceived risk and its impact on user behavior.Perceived risk in traditional e-commerce has attracted great attention from scholars,and many studies have been conducted.E-commerce live streaming has the advantages of strong real-time,high interaction and vividness,etc.Consumers can gain an in-depth understanding of sellers and products through a high degree of interaction with live-streamers.Real-time display of the products avoids excessive beautification.Product information become more realistic and comprehensive due to live streaming.These services provided by live streaming e-commerce,which are different from traditional e-commerce,can effectively reduce information asymmetry and relieve online shopping insecurity caused by cross-time and space transactions.It may have different effects on users’ perceived risk,resulting in changes of perceived risk in e-commerce live streaming.Thus the antecedents and results of perceived risk in e-commerce live streaming are valuable research topics.However,research on perceived risk is very insufficient in existing literatures related to e-commerce live streaming.We applied the theory of service quality and perceived risk to e-commerce live streaming,and explore core service elements affecting user behavior on the basis of extensive literature research and user interviews.We define four dimensions of ecommerce live streaming service quality combined with the specific characteristics of e-commerce live streaming,i.e.system service quality,product service quality,information quality and interaction quality.We also the elements contained in each dimension.To better measure user perceived risks in e-commerce live streaming,we identified three sources of risk,i.e.live streaming system,live streamer,product,on the base of which three dimensions of perceived risk in e-commerce live streaming are defined,i.e.perceived system risk,perceived live streamer risk and perceived product risk.The research model of e-commerce live streaming service quality affecting consumers’ purchase intention is built based on the S-O-R paradigm.The existing mature scales were reasonably adapted to suit the e-commerce live streaming,thus the measurement scale of this study was constructed.We used the empirical research method of questionnaire survey to verify the theoretical model.A total of 308 valid questionnaires were collected in the survey,and we selected Smart Pls 3.0 for data analysis.The empirical research mainly draws the following conclusions:(1)all elements of e-commerce live streaming service quality have a significant negative impact on users’ perceived risk except for product fulfillment;(2)three dimensions of user perceived risk: perception system risk,perceived live streamer risk and perceived product risk all negatively affect consumer’s’ purchase intention;(3)perceived live streamer risk has a negative impact on perceived product risk,and perceived product risk partially mediate the impact of perceived live-streamer risk on purchase intention.Finally,we provide practical suggestions for e-commerce live streaming system service providers and live-streamers based on research results.This study could provide valuable references and suggestions for e-commerce live streaming service providers,which could optimize the quality of live streaming services.Thus it ultimately improves the marketing effect of e-commerce live streaming,increase revenue of live streaming merchant,and promote the development of e-commerce live streaming. |
