The Influence of Psychological Factors on Customer Motivation to Adopt Mobile Live-Streaming in Marketing Operations
Main Article Content
Abstract
he present study meticulously examines the profound impact of psychological factors—specifically the Big Five personality traits—on online customers' motivation to adopt mobile live-streaming marketing platforms. Drawing upon the established Technology Acceptance Model (TAM) and the critical dimension of Trust Theory, a robust theoretical framework was developed to investigate how Extraversion, Agreeableness, Openness, Conscientiousness, and Neuroticism differentially influence customers' perceived needs, including Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Trust (TR), and the ultimate motivation to adopt. Hypotheses were rigorously tested using SmartPLS software on a sample of highly engaged digital natives. The empirical evidence illuminates a compelling nexus: the exploratory disposition inherent in Openness and the methodical rigor of Conscientiousness are the primary psychological antecedents shaping Perceived Usefulness. Concurrently, the social vitality of Extraversion, the harmonious inclination of Agreeableness, and the receptive nature of Openness serve as the foundational pillars for the cultivation of Trust in this synchronous social commerce environment. Crucially, the findings reveal that while most variables exert significant direct effects, Perceived Ease of Use (PEOU) is rendered non-significant, a finding attributed to the sample's high digital proficiency, which necessitates a theoretical refinement of TAM in the context of advanced mobile interfaces. This study offers a nuanced, ranked model of psychological influence, significantly enhancing the theoretical understanding of synchronous social commerce adoption. Finally, practical strategies are discussed to enhance the operational performance of mobile live marketing platforms and facilitate greater customer acceptance of mobile technology.
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References
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