Abstract:
The objective of the study is to study the effects of perceived usefulness (PU), perceived ease of use (PEU), and perceived enjoyment (PE) on Chinese people's intention to participate in Livestream (IPL) environmental marketing communications based on the Technology Acceptance Model (TAM). The study is conducted in a quantitative approach by using online questionnaires as a tool to collect data from 200 respondents who are Chinese, aged between 18 to 60 years old, and have watched the Livestream shopping video about green products before. The finding result shows that overall respondents have a high level of agreement with PU (M=4.04), PEU (M=3.89), and PE (M=3.73) in participating in Livestream environmental marketing communications. In terms of intention, respondents have a high intention to participate in Livestream (M = 3.59). Furthermore, the multiple-regression analysis reveals that PU (β=0.327), PEU （β=0.259）, and PE (β=0.250) all have positive effects on IPL (R2 adj = 0.391). Among them, the most influential factor towards IPL is PU. For example, most people （over 75%) think participating in Livestream to sell or buy green products can help them protect their health during COVID-19 (79.5%), save money or increase income (77.5%), find more sellers or customers(76.5%), and increase shopping or selling effectiveness (75.5%). Based on the findings, this study suggests Livestreaming platforms, brands, and marketers need to show people that participating in environmental marketing communications via Livestream is useful. enjoyable, and easy. These strategies can help increase people's intention and awareness of environmental protection.
