Investigating How Chinese E-Commerce SMEs Would Adopt AI Live-Streaming via a Dual Analysis

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.