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Erschienen in:
Contribution Participatory Methodologies and Generational Research Kapitel lesen Erstes Kapitel lesen

2022 | OriginalPaper | Buchkapitel

Why the Elderly Indulges in Live Shopping: Optimization of Interaction Mechanism Under the Live E-commerce Scenario?

verfasst von : Xinyi Ding, Cong Cao, Dan Li

Erschienen in: Human Aspects of IT for the Aged Population. Design, Interaction and Technology Acceptance

Verlag: Springer International Publishing

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Abstract

In recent years, the addition of the elderly to live e-commerce broadcasting has become a phenomenon. In order to clarify the formation of consumption intention of the elderly in live e-commerce, this paper proposes a model based on digital affordance theory. It uses partial least squares structural equation model (PLS-SEM) to analyze 198 questionnaire data to evaluate the model. The results show that the ease of interaction, the anchor’s charm, and the attraction of live content significantly impact the elderly’s consumption intention formation. This study fills the gap in the consumption intention of the elderly in live e-commerce. It provides a reference for living e-commerce enterprises to understand elderly consumers better.

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Metadaten
Titel
Why the Elderly Indulges in Live Shopping: Optimization of Interaction Mechanism Under the Live E-commerce Scenario?
verfasst von
Xinyi Ding
Cong Cao
Dan Li
Copyright-Jahr
2022
Buch
Human Aspects of IT for the Aged Population. Design, Interaction and Technology Acceptance

Print ISBN: 978-3-031-05580-5

Electronic ISBN: 978-3-031-05581-2

Copyright-Jahr: 2022

DOI
https://doi.org/10.1007/978-3-031-05581-2_21

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