The Influencing Factors of TAOBAO Live Streaming Shopping Usage Intention: Based on the Flow Theory and the Theory of Reasoned Action

The purpose of this study is to examine how the characteristics of TLSS (Taobao live streaming shopping) and subjective norm influence live streaming shopping usage intentions in e-commerce. We apply the flow theory and the TRA (Theory of reasoned action) to investigate the effects of perceived enjoyment, trust, interactivity, immediacy on attitude toward using TLSS, and the impact of subjective norm on intention to use TLSS. The research sample consisted of 335 respondents from China. The results show that interactivity is not significantly related to attitude toward using TLSS while perceived enjoyment, trust, and immediacy are significantly related to attitude toward using TLSS which in turn, indicate consumer’s usage intention of TLSS. Also, Subjective norm has a positive impact on TLSS usage intention. Our finding not only helps the researchers understand how the characteristics of TLSS and subjective norm influence live streaming shopping usage, but also assists the streamers and vendors in developing the better live streaming marketing strategy.