Research on the Relationship between Information Accessibility on Live E-commerce Platforms and Satisfaction of Deaf Consumers

Abstract

This study is based on the TAM model, employing 317 deaf consumers from Chinese livestreaming e-commerce platforms as empirical research subjects. Employing the SPSS 26.0 software suite, a series of multiple regression analyses alongside mediation effect examinations are carried out to substantiate the relational impacts between the variables within the model. The conclusions drawn are as follows: Perceived usefulness and perceived ease of use are positively impacted by information accessibility. Customer satisfaction is positively influenced by both perceived usefulness and perceived ease of use. The positive impact of information accessibility on customer satisfaction is partially established. Additionally, the mediating effects of perceived usefulness and perceived ease of use on the relationship between information accessibility and customer satisfaction are partially established. Based on the aforementioned analytical findings, a detailed discussion and analysis of satisfaction among deaf users and the information accessibility of live-streaming e-commerce platforms are provided. Furthermore, specific development recommendations are proposed.