Research on the Impact of Information Accessibility on the Satisfaction of Persons with Disabilities in E-commerce Live Streaming Platforms : A Case Study of Hearing and Visually Impaired Individuals in ChinaZhang Lei

다국어 초록 (Multilingual Abstract)

The study of user satisfaction with information systems has always been a key area of focus for scholars. User satisfaction is the emotional response or attitude of users toward a product, service, or experience, and it is also the subjective perception of the gap between expectations and actual experience. When the actual experience exceeds expectations, user satisfaction increases; when the actual experience falls below expectations, user satisfaction decreases. Although satisfaction itself is not a user behavior, it has a significant impact on user behavior. Therefore, satisfaction is a crucial aspect that all businesses highly value. With the widespread adoption of internet technology and the rapid development of mobile internet, the new business model of "e-commerce + live streaming" has become increasingly popular among global consumers and has become a focal point of competition for major e-commerce platforms. In recent years, China's e-commerce live streaming industry has grown rapidly and continues to maintain an upward trend. The Chinese government has also introduced favorable policies to support the development of the e-commerce live streaming industry. Among them, new models such as "e-commerce live streaming + disability assistance" have attracted the attention and participation of a large number of persons with disabilities. Persons with disabilities have become active participants in China's e-commerce live streaming industry, not only as industry professionals but also as an important consumer group. However, individuals with different types of disabilities face various barriers when participating in e-commerce activities. For example, hearing-impaired individuals may lack interactive options such as subtitles or sign language for video audio content, individuals with upper limb impairments may lack intelligent access methods, and visually-impaired individuals may face difficulties accessing and understanding product images and complex visual content. Therefore, information accessibility is a key element for persons with disabilities to participate in and experience e-commerce activities on an equal footing. It is also a vital reflection of ensuring that persons with disabilities enjoy or exercise all human rights and fundamental freedoms. Currently, research on the impact of information accessibility in e-commerce live streaming platforms on user satisfaction for persons with disabilities is almost nonexistent. Based on the varying needs for information accessibility across different types of disabilities, this paper focuses on hearing-impaired and visually-impaired users in China as the main research subjects. This paper first reviews and summarizes the main research findings and latest developments in areas such as e-commerce live streaming, persons with disabilities, information accessibility, and user satisfaction. It identifies that research related to user satisfaction with information systems can generally be divided into three main models: user satisfaction studies based on the Technology Acceptance Model (TAM), studies based on the Expectation Confirmation Theory (ECM), and studies based on the Information Systems Success Model (ISSM). Each of these models has its strengths and weaknesses. To address the limitation of the Technology Acceptance Model in measuring the advantages and disadvantages of information systems, and to enhance the explanatory power for user satisfaction, this paper integrates the Technology Acceptance Model, the Expectation Confirmation Theory, and the Information Systems Success Model, along with their extended models, to construct a research model examining the impact of information accessibility on the satisfaction of persons with disabilities in e-commerce live streaming platforms, and proposes theoretical hypotheses. Different questionnaires and scales are designed for hearing-impaired and visually-impaired users, and empirical analysis and hypothesis testing are conducted using data collected through surveys. The results show that the information accessibility of e-commerce live streaming platforms (perceivable, operable, and understandable) has a significant positive impact on the satisfaction (service satisfaction and process satisfaction) of both hearing-impaired and visually-impaired users. Information accessibility on e-commerce live streaming platforms (perceivable, operable, and understandable) also has a significant positive impact on the perceived usefulness and expectation confirmation of both groups of disabled users. The perceived usefulness of both hearing-impaired and visually-impaired users has a significant positive impact on satisfaction (service satisfaction and process satisfaction), and their expectation confirmation has a significant impact on satisfaction (service satisfaction and process satisfaction). The perceived usefulness and expectation confirmation of the two types of disabled users partially mediate the effects of information accessibility (perceivable, operable, and understandable) on satisfaction (service satisfaction and process satisfaction). Although all research hypotheses were supported, the mechanism and strength of the impact of information accessibility on satisfaction differ between the two types of disabled users. Additionally, differences in disability severity within the same disability category may also lead to varied perceptions of satisfaction. For hearing-impaired users, different disability levels did not show significant differences in service satisfaction or process satisfaction. However, for visually-impaired users, different disability levels showed significant differences in both service satisfaction and process satisfaction. Finally, this paper provides a discussion of the research findings, summarizing the theoretical contributions and research limitations. Based on these conclusions, five specific recommendations for promoting the sustainable development of information accessibility on e-commerce live streaming platforms and improving the satisfaction of persons with disabilities are proposed: (1) Optimizing Information Accessibility Design for Different Types of Disabled Users; (2) Strengthening the Management of Perceived Usefulness and Expectation Confirmation for Disabled Users; (3) Continuous Monitoring and Improvement of Accessibility Features on the Platform; (4) Enhancing Employees' Awareness of Accessibility Services; (5) Promoting Policy Support and the Development of Industry Standards. Keywords: E-commerce Live Streaming, Information Accessibility, Persons With Disabilities, Satisfaction, Perceived Usefulness, Expectation Confirmation, TAM-ECM-ISSM

목차 (Table of Contents)

• I. Introduction 1
• 1. Research Background and Purposes1
• 2. Research Significance7
• 3. Research Methods and Research Flow9
• 4. Research Contents and Research Innovations 11
• II. Literature Review and Theoretical Basis 14
• 1. Review of E-Commerce Live Streaming 14
• 2. Review of Issues Related to Persons with Disabilities39
• 3. Review of Information Accessibility 44
• 4. Review of Satisfaction-Related Studies 75
• 5. Literature Review Summary 101
• III. Research Design 104
• 1. Research Model 104
• 2. Definition of Research Variables 105
• 3. Research Hypotheses111
• 4. Questionnaire Design119
• IV. Empirical Analysis132
• 1. Description of Sampleand Investigation Procedures 132
• 2. Demographic Analysis of the Sample 133
• 3. Exploratory Factor Analysis 138
• 4. Confirmatory Factor Analysis 157
• 5. SEM Model Testysis 166
• 6. Mediation Analysis174
• 7. Hypothesis Test Results 177
• 8. Summary of Empirical Analysis182
• V. Research Conclusion and Prospect200
• 1. Research Discussion 200
• 2. Research Conclusion 210
• 3. Research limitations 220
• 4. Research Prospect 221
• Reference232
• 한글초록252
• Appendix 1255
• Appendix 2262
• Acknowledgments 270