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

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Human Aspects of IT for the Aged Population. Design, Interaction and Technology Acceptance (HCII 2022)

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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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Acknowledgments

This study is supported by grants from the Zhejiang University of Technology Humanities and Social Sciences Pre-Research Fund Project (GZ21731320013), the Zhejiang University of Technology Subject Reform Project (GZ21511320030), and China’s National Undergraduate Innovation and Entrepreneurship Training Program (File No. 202110337048).

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Authors and Affiliations

  1. Zhejiang University of Technology, Hangzhou, China

    Xinyi Ding, Cong Cao & Dan Li

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  1. Xinyi Ding
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  2. Cong Cao
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  3. Dan Li
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Correspondence to Cong Cao .

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Editors and Affiliations

  1. Tsinghua University, Beijing, China

    Qin Gao

  2. Chongqing University, Chongqing, China

    Jia Zhou

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Ding, X., Cao, C., Li, D. (2022). Why the Elderly Indulges in Live Shopping: Optimization of Interaction Mechanism Under the Live E-commerce Scenario?. In: Gao, Q., Zhou, J. (eds) Human Aspects of IT for the Aged Population. Design, Interaction and Technology Acceptance. HCII 2022. Lecture Notes in Computer Science, vol 13330. Springer, Cham. https://doi.org/10.1007/978-3-031-05581-2_21

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

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  • Online ISBN: 978-3-031-05581-2

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