The Effect of Perceived Usefulness, Perceived Ease of Use, and Social Influence Toward Purchase Intention Mediated by Trust in Live Streaming Platform

Abstract

Purpose: This study proposed a new model to investigate the mediating effect of trust in the platform and the connection between factors that precede trust in platforms and consumers' purchase intentions.   Theoretical framework: This study combines the Technology Acceptance Model (TAM) with social influence to support the categorization of factors influencing trust in the platform and purchase intention.   Design/methodology/approach: This study employs an empirical research method, conducting random sampling among users of the Douyin platform, selecting those with purchase intentions or prior purchase experience.   Findings: According to the findings of this paper, both social influence and perceived usefulness exert a direct and noteworthy influence on customers' purchase intentions. They can also influence customers' purchase intentions through trust in the platform. However, Regarding the connection between perceived ease of use and purchase intention, trust in platform does not exhibit a noteworthy mediating effect.   Research, Practical & Social implications: Theoretically, the research has identified a significant impact of trust in platform on purchase intention, providing a direction for future researchers to further explore in this area. Practically, this study can provide marketers with strategies and insights to enhance purchase awareness from the platform's perspective   Originality/value: This study combines TAM with social influence to propose a new theoretical model for exploring the factors influencing trust and purchase intention. In the field of live-streaming e-commerce, few scholars have previously explored the factors influencing purchase intention from the platform's perspective. This research addresses this gap in the literature.