Predicting Online Shopping Intention: the Theory of Planned Behavior and Live E-Commerce

With the development of new media technology, some changes have been brought to traditional shopping. In this environment, live streaming e-commerce has loved by online consumers. We adopted theory planned behavior (TPB), perceived interactivity and utilitarian value as theoretical basis for research. part data collection, we surveyed 600 Chinese consumers, results showed that attitude, subjective norms, control, significantly affected consumer intention. The article also discussed practice contributions e-commerce.