A Study on the Effect of TikTok Live Commerce on Intention to Use: Focusing on the Extended Technology Acceptance Model (ETAM)

Live Commerce is a new online shopping method that is more convenient than traditional online shopping through real-time communication, proxy experience of products or services, and various products, and can give great satisfaction while receiving more trust from consumers. In addition, due to COVID-19, untact consumption methods have been actively developed, and live commerce has achieved massive explosive growth in China. This study conducted an online survey of users using China TikTok live commerce. The collected questionnaires were analyzed using SPSS 22.0 and Amos 22.0. This study analyzed the impact of Tik Tok, a popular live commerce platform in China, on consumer sustainability intention using the Extended Technology Acceptance Model (ETAM). As for the empirical analysis results, the expanded technology acceptance model has better predictive and explanatory power due to the introduction of external factor interactions. Interaction was found to have a significant effect on perceived pleasure, ease, usefulness, and reliability. The respondents of this study are all familiar with online shopping because they are more than 80% young, and the perceived ease of online shopping is less important than the initial technology acceptance model, and the perceived ease has no statistical significance in satisfaction.