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Structural equation model of E-commerce live broadcasting influencing customers purchase intention prediction using machine learning
(2026-01-01)
Huang, Yiling
;
Rojniruttikul, Nuttawut
There is a growing need to understand how live streaming e-commerce influences consumers’ purchasing behavior. Perceived value, engagement, and live streaming quality are crucial components that utilized structural equation modeling (SEM) to examine the factors that influence purchase intentions. This study presents a methodology for analyzing the variables that influence live streaming e-commerce purchase decisions. The study uses SEM and Machine Learning algorithms like Bayesian model, Random Forest, XGBoost, KNN and SVM to assess the prediction. This paper uses two feature transformation methods (MinMax and Zscore) and two feature selection models (InfoGain and Correlation) to improve the prediction of purchase intention. This paper gathers questionnaire responses from 500 participants who have purchased goods through E-commerce Live Broadcast in China and validates the results using a SEM. The study provides a reliability and validity analysis for the suggested model using SEM analysis. The attributes of live broadcasts can elevate the perceived value and trustworthiness, as well as consumer impulsivity, hence increasing customers’ likelihood to purchase.
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User experience of augmented reality to encourage user satisfaction and willingness in e-commerce: A conceptual framework
(2020-01-01)
Junsawang, Sunisa
;
Chaveesuk, Singha
The applications of limited augmented reality technology in e-commerce might enhance and create new user's experience. It is apparent that existing e-commerce technology lacks the capability to provide personalized user experience or adequate product information to buyers. Thus, augmented reality technology may enhance the efficiency of e-commerce in respect of purchasing decision, by means of generating virtual information of products. At present, there have been very few studies conducted on the application of augmented reality in e-commerce to improve user experience and, hence, encourage user satisfaction and willingness. In that regard, this paper focuses on constructing a conceptual framework of user experience, satisfaction and willingness by employing augmented reality based on the technology acceptance model. Ultimately, this conceptual framework will provide profound insights into factors that influence user satisfaction and willingness to buy.
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Factors influencing e-payment loyalty in Thailand
(2018-11-13)
Ladkoom, Kobthong
;
Thanasopon, Bundit
Essentially, e-commerce involves trading of goods and services by electronic means. Due to the popularity of e-commerce many electronic payment or e-payment services have been emerged to enable consumers to easier and faster make payment for products and services. In Thailand, the government is trying to push the National e-payment program to provide Thai people with a standardized electronic payment system. In this research in-progress article, the researchers reviewed the literature on e-commerce and e-payment loyalty aiming to identify important factors influencing e-payment adoption in Thailand. We are able to come up with a research model comprising of key factors such as privacy risk, acceptability, consumers' liability, perceived usefulness and confirmation. The model will be used to frame our data collection and analysis in our future research.

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