Technology advances and mobile internet boost online shopping. Consumers use LINE for shopping, a key platform. Ease and usefulness impact satisfaction and loyalty.
In summary, this study proposes the following hypotheses:
1. The perceived ease of use of social shopping platforms is positively related to
consumers' continuous usage intentions.
2. The perceived usefulness of social shopping platforms is positively related to
consumers' continuous usage intentions.
3. Product perceived risk negatively interferes with the relationship between
perceived ease of use and continuous usage intentions of social shopping platforms.
4. Product perceived risk negatively interferes with the relationship between
perceived usefulness and continuous usage intentions of social shopping platforms.
This study conducted a survey through online questionnaires, distributing a total of 520 questionnaires. Five invalid questionnaires were excluded, resulting in a total of 515 valid questionnaires, with a total recovery rate of 99.2%.
The results of this study support hypotheses one and two, while hypotheses three and four were not empirically supported. Based on the research findings, managerial implications, theoretical implications, and suggestions for future research are provided.
