Title: The effect of an online live streaming quiz on the continuous use of mobile e-commerce platforms: an expectation confirmation model perspective

Authors: Chung-Lun Wei; Mei-Ru Lin; Kuan-Yi Liao; Pin-Xuan Huang; Ching Wang; Li-Qi Lin

Addresses: Department of Business Administration, National Kaohsiung University of Science and Technology, No. 58, Shenzhong Rd., Yanchao Dist., Kaohsiung City 82444, Taiwan ' Department of Business Administration, National Kaohsiung University of Science and Technology, No. 58, Shenzhong Rd., Yanchao Dist., Kaohsiung City 82444, Taiwan ' Department of Business Administration, National Kaohsiung University of Science and Technology, No. 58, Shenzhong Rd., Yanchao Dist., Kaohsiung City 82444, Taiwan ' Department of Business Administration, National Kaohsiung University of Science and Technology, No. 58, Shenzhong Rd., Yanchao Dist., Kaohsiung City 82444, Taiwan ' Department of Business Administration, National Kaohsiung University of Science and Technology, No. 58, Shenzhong Rd., Yanchao Dist., Kaohsiung City 82444, Taiwan ' Department of Business Administration, National Kaohsiung University of Science and Technology, No. 58, Shenzhong Rd., Yanchao Dist., Kaohsiung City 82444, Taiwan

Abstract: The advancement of information technology has driven the progress of mobile e-commerce platforms. Nowadays, consumers not only consider the product and the convenience of the user interface when choosing a platform, but also the interaction between them and the platform. Studies on promoting the use of the platform through online live streaming quiz remain less explored. This study uses the Shopee-quiz (a puzzle game with mobile apps on the Shopee e-commerce platform) and applies the expectation confirmation model (ECM) with perceived playfulness to examine the effect of ECM and perceived playfulness on the continuous use intention of the e-commerce platform. Questionnaires were collected in Taiwan, and partial least-squares technique was used to test the proposed model. Results indicate that confirmation positively affects the perceived usefulness and playfulness. Perceived usefulness, perceived playfulness and confirmation positively affect customer's satisfaction. In turn, customer's satisfaction and perceived playfulness positively affect the users' continuance intention. However, perceived usefulness has an insignificant effect on the continuance intention. The implications of the findings, future research directions and the study's limitations are also discussed.

Keywords: expectation confirmation model; ECM; online live streaming quiz; Shopee-quiz; perceived playfulness; mobile APP.

DOI: 10.1504/IJECRM.2020.113424

International Journal of Electronic Customer Relationship Management, 2020 Vol.12 No.4, pp.291 - 308

Received: 25 Apr 2020
Accepted: 05 Jul 2020
Published online: 04 Mar 2021 *

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