Asia pacific journal of information systems

  • 제30권1호
  • /
  • Pages.143-165
  • /
  • 2020
  • /
  • 2288-5404(pISSN)
  • /
  • 2288-6818(eISSN)
한국경영정보학회 (The Korea Society of Management Information Systems)
권호 표지
DOI QR코드

DOI QR Code

The Economics of Para-social Interactions During Live Streaming Broadcasts: A Study of Wanghongs

  • Yongfu Quan (SJ Company) ;
  • Jin Seon Choe (Barun ICT Research Center, Yonsei University / Yonsei Business Research Institute, Yonsei University) ;
  • Il Im (School of Business, Yonsei University)
  • 투고 : 2019.09.21
  • 심사 : 2019.12.21
  • 발행 : 2020.03.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

The rapid growth of economic transactions generated by live streaming broadcasts ("LSB") has created opportunities for retailers to increase sales. However, little is known about what impact LSB celebrities have on customers and what causes LSB celebrities to become famous. This study aimed to fill this gap by studying the economics of LSBs. This study was conducted through a para-social relationship and attractiveness theory framework. Consequently, social and task attraction were assumed to be the antecedents of the para-social relationship that induced purchase intention. This study examined the impact of relationship rewards, self-disclosure, affective interactivity, informative interactivity, and the amount of information provided on purchase intentions through LSB. Celebrities can use the results of this study to enhance their appeal to fans and promote customers' purchase on e-commerce. This study contributed to the IS field by investigate the impact of para-social relationship on the online shopping context.

키워드

참고문헌

  1. Ajzen, I. (1977). Information processing approaches to interpersonal attraction. Theory and Practice in Interpersonal Attraction, 51-77. 
  2. Altman, I., and Taylor, D. (1973). Social penetration theory. New York: Holt, Rinehart and Mnston. 
  3. Aronson, E., and Linder, D. (1965). Gain and loss of esteem as determinants of interpersonal attractiveness. Journal of Experimental Social Psychology, 1(2), 156-171. 
  4. Ballantine, P. W. (2005). Effects of interactivity and product information on consumer satisfaction in an online retail setting. International Journal of Retail and Distribution Management, 33(6), 461-471. 
  5. Bazarova, N. N. (2012). Public intimacy: Disclosure interpretation and social judgments on Facebook. Journal of Communication, 62(5), 815-832. 
  6. Berger, C. R., and Calabrese, R. J. (1974). Some explorations in initial interactions and beyond: Toward a developmental theory of interpersonal communication. Human Communication Research, 1(2), 99-112. 
  7. Berscheid, E., Snyder, M., and Omoto, A. M. (1989). The relationship closeness inventory: Assessing the closeness of interpersonal relationships. Journal of Personality and Social Psychology , 57(5), 792-805. 
  8. Burgoon, J. K., Bonito, J. A., Bengtsson, B., Ramirez Jr, A., Dunbar, N. E., and Miczo, N. (1999). Testing the interactivity model: Communication processes, partner assessments, and the quality of collaborative work. Journal of Management Information Systems, 16(3), 33-56. 
  9. Campbell, D. E., Wells, J. D., and Valacich, J. S. (2013). Breaking the ice in B2C relationships: Understanding pre-adoption e-commerce attraction. Information Systems Research, 24(2), 219-238. 
  10. Chai, S. M. (2011). Information sharing on blogosphere: An impact of trust and online privacy concerns. Asia Pacific Journal of Information Systems, 21(3), 1-18. 
  11. Chen, Z., Benbasat, I., and Cenfetelli, R. T. (2017). Grassroots internet celebrity plus live streaming activating It-mediated lifestyle marketing services on e-commerce websites. (ICIS) 2017 38th International Conference on Information Systems. 
  12. Chin, J. P., Diehl, V. A., and Norman, K. L. (1988). Development of an instrument measuring user satisfaction with the human-computer interface. Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, J. J. O'Hare (ed.), Washington, D.C., U.S.A. ACM Press, 213-218. 
  13. Collins, N. L., and Miller, L. C. (1994). Self-disclosure and liking: A meta-analytic review. Psychological Bulletin, 116(3), 457. 
  14. Cyr, D., Head, M., and Ivanov, A. (2009). Perceived interactivity leading to e-loyalty: Development of a model for cognitive-affective user responses. International Journal of Human-computer Studies, 67(10), 850-869. 
  15. De, P., Hu, Y., and Rahman, M. S. (2013). Product-oriented web technologies and product returns: An exploratory study. Information Systems Research, 24(4), 998-1010. 
  16. Delegate, V. J. (1984). Self-disclosure and intimate relationships. Communication, Intimacy, and Close Relationships, Academic Press, 1-9. 
  17. Derlega, V. J., Metts, S., Sandra, P., and Margulis, S. T. (1987). Self-disclosure: Theory, research, and therapy. Springer Science and Business Media. 
  18. Derlega, V. J., Winstead, B. A., and Greene, K. (2008). Self-disclosure and starting a close relationship. Handbook of Relationship Beginnings, 153-174. 
  19. Dillon, W. R. G., Dillon, M. W. R., and Goldstein, M. (1984). Multivariate analysis methods and applications. John Wiley and Sons. 
  20. Ellegaard. C., and Koch, C. (2012). The effects of low internal integration between purchasing and operations on suppliers' resource mobilization. Journal of Purchasing and Supply Management, 18(3), 148-158. 
  21. Eroglu, S. A., Machleit, K. A., and Davis, L. M. (2001). Atmospheric qualities of online retailing: a conceptual model and implications. Journal of Business Research, 54(2), 177-184. 
  22. Fornell, C., and Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. 
  23. Greene, K., Derlega, V. J., and Mathews, A. (2006). Self-disclosure in personal relationships. The Cambridge handbook of personal relationships, 409-427. 
  24. Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., and Tatham, R. L. (1998). Multivariate data analysis. Upper Saddle River, NJ: Prentice hall. 
  25. Hajli, M. N. (2014). A study of the impact of social media on consumers, international. Journal of Market Research, 56(3), 387-404. 
  26. Hausman, A. V., and Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of Business Research, 62(1), 5-13. 
  27. Hogg, M. A., and Vaughan, G. M. (2002). Social Psychology (3rd Edition). Prentice Hall, London. 
  28. Horton, D., and Richard Wohl R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229. 
  29. Hu, M., Milner, J., and Wu, J. (2015). Liking and following and the newsvendor: Operations and marketing policies under social influence. Management Science, 62(3), 867-879. 
  30. Hu, M., Zhang, M., and Wang, Y. (2017). Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification frameworks. Computers in Human Behavior, 75, 594-606. 
  31. Hua, W., Leong, C., and Yu, J. (2017). Exploring user-created digital content ecosystems: A study of china's digital celebrity industry. (ICIS) 2017 38th International Conference on Information Systems. 
  32. Joines, J. L., Scherer, C. W., and Scheufele, D. A. (2003). Exploring motivations for consumer web use and their implications for e-commerce. Journal of Consumer Marketing, 20(2), 90-108. 
  33. Kiang, M. Y., Raghu, T. S., and Shang, K. H. (2000). Marketing on the Internet-Who can benefit from an online marketing approach? Decision Support Systems, 27(4), 383-393. 
  34. Kim, M., and Lennon, S. J. (2000). Television shopping for apparel in the united states: Effects of perceived amount of information on perceived risks and purchase Intentions. Family and Consumer Sciences Research Journal, 28(3), 301-331. 
  35. Kim, S., Yu, E., and Jung, J. (2016). The impact of viewing motivation and social viewing on continued use and willingness to pay in the personal broadcasting service: Focused on AfreecaTV. Review of Culture & Economy, 19(3), 57-84. 
  36. Kuruzovich, J., Viswanathan, S., and Agarwal, R. (2008). Marketspace or marketplace? Online information search and channel outcomes in auto retailing. Information Systems Research, 19(2), 182-201. 
  37. Labrecque, L. I. (2014). Fostering consumers? Brand relationships in social media environments: The role of para-social interactions. Journal of Interactive Marketing 28(2), 134-148. 
  38. Lee, J., and Hong, I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), 360-373. 
  39. Lee, W. K. (2014). A framework for purchase intentions toward a brand-new smartphone based on self-presentation and aesthetics. Asia Pacific Journal of Information Systems, 24(4), 515-529. 
  40. Levinger, G. (1980). Toward the analysis of close relationships. Journal of Experimental Social Psychology, 16(6), 510-544. 
  41. Lin, R., and Utz, S. (2017). Self-disclosure on SNS: Do disclosure intimacy and narrativity influence interpersonal closeness and social attraction? Computers in Human Behavior, 70, 426-436. 
  42. Loiacono, E. T., Watson, R. T., and Goodhue, D. L. (2007). WebQual: An instrument for consumer evaluation of websites. International Journal of Electronic Commerce, 11(3), 51-87. 
  43. Lydon, J. E., Jamieson, D. W., and Zanna, M. P. (1988). Interpersonal similarity and the social and intellectual dimensions of first impressions. Social Cognition, 6(4), 269-286. 
  44. Lynch Jr, J. G., and Ariely, D. (2000). Wine online: Search costs affect competition on price, quality, and distribution. Marketing science, 19(1), 83-103. 
  45. Marwick, A. (2015). You may know me from YouTube: A companion to celebrity. Sean Redmond and P. David Marshall. Chichester (eds.), Wiley Blackwell, 333-349. 
  46. McCroskey, J. C., and McCain, T. A. (1974). The measurement of interpersonal attraction. Speech Monographs, 41(3), 261-266. 
  47. McCroskey, L. L., McCroskey, J. C., and Richmond, V. P. (2006). Analysis and improvement of the measurement of interpersonal attraction and homophily. Communication Quarterly, 54(1), 1-31. 
  48. Montoya, R. M., and Horton, R. S. (2004). On the importance of cognitive evaluation as a determinant of interpersonal attraction. Journal of Personality and Social Psychology, 86(5), 696-714. 
  49. Ni, X., Xue, G. R., Ling, X., Yu, Y., and Yang, Q. (2007). Exploring the weblog space by detecting informative and affective articles. In Proceedings of the 16th International Conference on the World Wide Web, 281-290. 
  50. Oh, S., Ahn, J., and Baek, H. (2015). The effects of social media on music-induced tourism: A case of Korean pop music and inbound tourism to Korea. Asia Pacific Journal of Information Systems, 25(1), 121-143. 
  51. Park, J., and Lennon, S. J. (2006). Psychological and environmental antecedents of the impulse buying tendency in the multichannel shopping Context. Journal of Consumer Marketing, 23(2), 56-66. 
  52. Parks, M. R., and Floyd, K. (1996). Making friends in cyberspace. Journal of Computer-mediated Communication, 1(4), JCMC144. 
  53. Peck, J., and Wiggins, J. (2006). It just feels good: Customers' affective responses to touch and its influence on persuasion. Journal of Marketing, 70(4), 56-69. 
  54. Podsakoff, P. M., MacKenzie, S. B., and Lee, J. Y. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879. 
  55. Rains, S. A., Brunner, S. R., and Oman, K. (2014). Social media and risk communication. The Sage Handbook of Risk Communication, 228-243. 
  56. Riordan, C. A., Quigley-Fernandez, B., and Tedeschi, J. T. (1982). Some variables affecting changes in interpersonal attraction. Journal of Experimental Social Psychology, 18(4), 358-374. 
  57. Rubin, R. B., and McHugh, M. P. (1987). Development of para-social interaction relationships. Journal of Broadcasting and Electronic Media, 31(3), 279-292. 
  58. Schafer, J. B., Konstan, J. A., and Riedl, J. (2001). E-commerce recommendation applications. Data Mining and Knowledge Discovery, 5(1), 115-153. 
  59. Sheldon, P. (2009). I'll poke you. You'll poke me! Self-disclosure, social attraction, predictability and trust as important predictors of Facebook relationships, cyberpsychology. Journal of Psychosocial Research on Cyberspace, 3(2), Article 1. 
  60. Siau, K., and Shen, Z. (2003). Building customer trust in mobile commerce. Communications of the ACM, 46(4), 91-94. 
  61. Sjoblom, M., and Hamari, J. (2017). Why do people watch others play video games? An empirical study on the motivations of twitch users. Computers in Human Behavior, 75, 985-996. 
  62. Spry, A., Pappu, R., and Cornwell, T. B. (2011). Celebrity endorsement, brand credibility, and brand equity. European Journal of Marketing, 45(6), 882-909. 
  63. Thorson, K. S., and Rodgers, S. (2006). Relationships between Blogs as eWOM and interactivity, perceived interactivity, and para-social interaction. Journal of Interactive Advertising, 6(2), 5-44. 
  64. Wheeless, L. R. (1978). A follow up study of the relationships among trust, disclosure, and interpersonal solidarity. Human Communication Research, 4(2), 143-157. 
  65. Wold, H. (1989). Introduction to the second generation of multivariate analysis. New York: Paragon House: H. Wold (ed.). 
  66. Yongyi Wu. (2017). E-commerce live: How to win the future. Modern Corporate Culture, 1, 110-112. 
  67. Yoo, J. (2016). Individual broadcasting: The source of benefit. Journal of the Korean Institute of Communication Sciences, 33(4), 71-78. 
  68. Zhongmei Li. (2016). Analysis of how e-commerce video broadcasts effectively improve transaction conversion rates. Cooperative Economy and Technology, 22, 82-96.