Abstract
This study aims to delve into the adoption of AI live-streaming technology by Chinese e-commerce SMEs. We employed a robust analytical approach, synergizing Partial Least Squares-Structural Equation Modeling (PLS-SEM) and Artificial Neural Networks (ANNs). A comprehensive survey was conducted with 260 e-commerce SMEs, examining the key factors that may influence the adoption of AI live-streaming under the Technology-Organization-Environment (TOE) framework. With this model we evaluated six detailed variables for technological readiness, organizational readiness, and environmental influence. The empirical results reveal that such factors - perceived ease of use, perceived usefulness, management support, employee competency, and market trends – may significantly influence the adoption of AI live-streaming in Chinese e-commerce SMEs. The findings help enrich the existing body of knowledge in technology adoption in an increasingly digitalised era.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.