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dc.contributor.authorYe, Dingyu
dc.contributor.authorLiu, Fufan
dc.contributor.authorCho, Dongmin
dc.contributor.authorJia, Zhengzhi
dc.date.accessioned2022-10-25T11:54:23Z
dc.date.available2022-10-25T11:54:23Z
dc.date.issued2022
dc.identifier.citationYe, D., Liu, F., Cho, D., & Jia, Z. (2022). Investigating switching intention of e-commerce live streaming users. <i>Heliyon</i>, <i>8</i>(10), Article e11145. <a href="https://doi.org/10.1016/j.heliyon.2022.e11145" target="_blank">https://doi.org/10.1016/j.heliyon.2022.e11145</a>
dc.identifier.otherCONVID_159218411
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/83686
dc.description.abstractAs a new way of shopping, e-commerce live streaming (ELS) has gained unprecedented growth and popularity in the past years, especially in China. Because of the considerable rivalry in the ELS market, users frequently switch between ELS platforms. However, the switching intention of ELS users is yet to be explored for gaining new knowledge and practical insights. This study aims to improve the understanding of ELS users' switching intentions by developing an extended Push-Pull-Mooring (PPM) model. Using structural equation modeling, the study model was examined based on 443 valid responses from an online survey questionnaire. SmartPLS 3.3.2 was used to validate the causal model, and most of the study hypotheses were supported. According to the results, push effects (dissatisfaction, privacy concern, and negativity perceived value), pull effects (attractiveness of alternatives, perceived usefulness, perceived ease of use, and knowledge-based trust), and mooring effects (switching cost, social influence, and inertia) significantly influence ELS users' switching intentions. Furthermore, we found that mooring effects had a moderating role on the link between push effects and ELS user switching intention. However, the link between pull effects and ELS user switching intention was not found. The findings should aid ELS providers in deciphering ELS users' intentions in switching to other platforms and developing relevant theories, services, and regulations. The present study expands on previous research by introducing the PPM as a general model and demonstrating its effectiveness in explaining user switching intentions.en
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherCell Press
dc.relation.ispartofseriesHeliyon
dc.rightsCC BY-NC-ND 4.0
dc.subject.othere-commerce live streaming
dc.subject.otherpush-pull-mooring model
dc.subject.otherswitching intention
dc.subject.otherstructural equation modeling
dc.titleInvestigating switching intention of e-commerce live streaming users
dc.typearticle
dc.identifier.urnURN:NBN:fi:jyu-202210254995
dc.contributor.laitosInformaatioteknologian tiedekuntafi
dc.contributor.laitosFaculty of Information Technologyen
dc.contributor.oppiaineEmpirical Cyber Security and Software Engineeringfi
dc.contributor.oppiaineTietojärjestelmätiedefi
dc.contributor.oppiaineEmpirical Cyber Security and Software Engineeringen
dc.contributor.oppiaineInformation Systems Scienceen
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.type.coarhttp://purl.org/coar/resource_type/c_2df8fbb1
dc.description.reviewstatuspeerReviewed
dc.relation.issn2405-8440
dc.relation.numberinseries10
dc.relation.volume8
dc.type.versionpublishedVersion
dc.rights.copyright© 2022 Published by Elsevier Ltd.
dc.rights.accesslevelopenAccessfi
dc.subject.ysoverkkokauppa
dc.subject.ysokäyttäjät
dc.subject.ysorakenneyhtälömallit
dc.subject.ysokuluttajakäyttäytyminen
dc.subject.ysosuoratoistopalvelut
dc.subject.ysomobiilikauppa
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p9457
jyx.subject.urihttp://www.yso.fi/onto/yso/p16550
jyx.subject.urihttp://www.yso.fi/onto/yso/p28201
jyx.subject.urihttp://www.yso.fi/onto/yso/p8576
jyx.subject.urihttp://www.yso.fi/onto/yso/p38586
jyx.subject.urihttp://www.yso.fi/onto/yso/p29598
dc.rights.urlhttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.relation.doi10.1016/j.heliyon.2022.e11145
jyx.fundinginformationThis research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.
dc.type.okmA1


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