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Modelling the Roles of Cewebrity Trust and Platform Trust in Consumers’ Propensity of Live-Streaming: An Extended TAM Method

Donghui Li1, Guozheng Zhang1,*, Zeng Xu1, Yong Lan1, Yongdong Shi2, Zhiyao Liang2, Haiwen Chen3

Hunan Agricultural University, Changsha, 410128, People’s Republic of China (PRC)
Macau University of Science and Technology, Macau, People’s Republic of China (PRC)
National University of Defense Technology, Changsha, 410073, People’s Republic of China (PRC)

* Corresponding author: Guozheng Zhang. Email: .

Computers, Materials & Continua 2018, 55(1), 137-150.


Live streaming is a booming industry in China, involving an increasing number of Internet users. Previous studies show that trust is a cornerstone to develop e-commerce. Trust in the streaming industry is different from that of other e-commerce areas. There are two major dimensions of trust in the live streaming context: platform trust and cewebrity trust, which are both important for customers to adopt and reuse a specific live streaming service. We collected questionnaire data from 520 participates who have used live streaming services in China. We model the collected data and identified factors that can influence users’ propensity by an extended technology acceptance model (TAM) method. According to our analysis, both cewebrity trust and platform trust will greatly influence users’ intention to reuse a certain platform. Moreover, results also indicate that cewebrity trust is far more important than platform trust. These findings can lead to several management strategies to improve the adherence of users to streaming platforms.


Cite This Article

D. . . Li, G. . Zhang, Z. . Xu, Y. . Lan, Y. . Shi et al., "Modelling the roles of cewebrity trust and platform trust in consumers’ propensity of live-streaming: an extended tam method," Computers, Materials & Continua, vol. 55, no.1, pp. 137–150, 2018.

This work is licensed under a Creative Commons Attribution 4.0 International License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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