• Journal of Service Research and Studies
• /
• v.10 no.2
• /
• pp.59-76
• /
• 2020

The purpose of this study is to analyze the impacts of the lasciviousness of news anchor's mention on viewers'negative emotions, news reliability and their attitude towards the broadcasting company. This study also analyzed the moderating effect of anchor's attractiveness and viewers' sex. First, the more lascivious anchor's mention in news report gets, the more negative the viewers felt. Second, stronger lascivious expressions of news anchor's mention in news report had a negative effect on news reliability. Third, the moderating effect of the anchor attractiveness was found when news anchor's mention influences the viewers' attitude towards the broadcasting company : those who thought news anchor attractive showed less negative emotions and their news reliability and attitude towards the broadcasting company were higher compared to those who thought news anchor less attractive. Fourth, the moderating effect of the viewers' sex was found when news anchor's mention influences on viewers' negative emotions and the viewers' attitude towards the broadcasting company. This study has an academic and practical implication by studying the lasciviousness of news anchor's mention and anchor's attractiveness. This study is also a new approach of integrating the fields of journalism : News report and Anchor into the marketing fields : Attractiveness and Reliability. This can be meaningful for both journalism and marketing field.

• The Journal of the Korea Contents Association
• /
• v.21 no.6
• /
• pp.138-154
• /
• 2021

'Live commerce', a brand new format of online shopping, is actively promoted in China recently. This research focused on 'Taobao-live', China's largest live commerce platform to investigate the relationships among para-social interaction, source characteristics (e.g., trustworthiness, attractiveness, and expertise), perceived ease of use, perceived usefulness, and shopping intention based on Technology Acceptance Model. A total of 536 Taobao live users were recruited through the Chinese research platform. The results showed that para-social interactivity positively affected perceived ease of use and usefulness, whereas the source characteristics had no significant effect on consumers' perceptions. Furthermore, higher perceived ease of use generated higher perceived usefulness, and both perceived ease of use and usefulness positively influenced consumers' intention to shop through Taobao live. This research can provide theoretical background for understanding the potential of live commerce platforms and help brands come up with effective online shopping strategies using live commerce platforms.