关键词: 移动直播电商平台, IT能供性, 质量感知, 用户满意, 设计特性, Kano模型, 物元模型

Abstract: This study focuses on design features of mobile live streaming commerce platform from the perspective of IT affordance, based on the Kano model of dummy variable regression to conduct quality classification of design features. With the quality types of design features, the “performance-satisfaction” function expressions are established, to depict the nonlinear and asymmetric relationships between performance of design feature and customer satisfaction. Further, the matter-element model is used to propose a satisfaction evaluation method for mobile live streaming commerce platform considering different quality classification of design features, and the feasibility and effectiveness of the proposed method are verified by the instance of Taobao Live platform. The results showed that the 13 design features extracted belonged to four different Kano quality categories, with the highest user satisfaction with transaction methods and the lowest with commerce cues; the quality categories of design features and user satisfaction differed among users of different genders and years of live shopping. This study can guide the quality assessment and improvement of mobile live streaming commerce platforms, as well as support users' purchase decisions and enhance their experience through optimized design.

Key words: mobile live streaming commerce platform, IT affordance, quality perception, user satisfaction, design feature, Kano model , matter-element model