• Asian Journal for Public Opinion Research
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• v.12 no.3
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• pp.166-183
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• 2024

Revisiting the classic conceptualization of parasocial relationships, the current article examines the potential parasocial relationships established with live streamers. More specifically, this research investigates the relationship between exposure and viewer engagement during live streaming, homophily of attitudes, and parasocial relationships with a live streamer. An online survey was conducted with samples in South Korea (n = 504) and the United States (n = 510) in 2020. The hierarchical linear regression analysis shows that in both countries live streaming exposure, engagement during a live stream (e.g., expressing opinions in the chat, donating money, receiving reactions from a streamer), and perceived homophily of attitudes with a live streamer are positively related to perceptions of parasocial relationships. The results confirm parasocial relationships with live streamers are a global phenomenon.

• The Journal of the Korea Contents Association
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• v.22 no.1
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• pp.292-309
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• 2022

Recently, with the development of interactive communication system, demands for video live streaming service has increased. Live streamers generate revenues from donations, but existing laws are inadequate to handle these donations. Problems arise when minors donate because they have the right of revocation. In the case of donations that request benefits in return, legal characteristics and results are different from unilateral donations. If minors exercise their right of revocation, live streamers must pay back without getting proper compensation for their services. In this paper, we detect the characteristics of bilateral contract in live streaming donation, indicate the harms that live streamers can get, examine precedents and donation processes focusing on cases when minors can not exercise the right of revocation due to deception, and propose revisions that can protect the streamers without invading minors' rights. Through academically identifying ambiguous legal situations and presenting dispute prevention procedures, this paper can bring positive impacts on the online industry.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.4
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• pp.583-599
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• 2022

This study aims to clarify the implications of rapidly growing live commerce in China by examining the multifaceted aspects of social presence, in particular to help small commerce operators and platform companies. It examines the effect of cognitive and affective social presence on consumer engagement by evaluating consumption values and trust in streamers. In this survey study, the responses of 221 individuals residing in large cities of China were analyzed using structural equation modeling. The results showed that cognitive social presence had a positive effect on consumer engagement by mediating the utilitarian value and trust in streamers. Furthermore, affective social presence had a positive effect on consumer engagement through the hedonic value and trust in streamers. Thus, our research provides a new perspective to approaching a multidimensional social presence and understanding consumer behavior in live commerce. Moreover, it contributes to the application and expansion of social presence theory in this field.

• Journal of Korea Society of Industrial Information Systems
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• v.29 no.2
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• pp.81-99
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• 2024

Live commerce, a rapidly growing sector, facilitates real-time interaction between streamers and consumers about specific products. This business model aids rational purchasing decisions by offering visual demonstrations of product usage. This study aims to identify potential uncertainties faced by consumers in live commerce and propose strategies to mitigate these uncertainties for streamers and platforms. A research hypothesis was formulated based on prior studies and tested through surveys conducted on consumers aged 20 and above with live commerce experience. The study revealed that a streamer's credibility (trustworthiness, expertness, and reputation) significantly impacts purchase intention by mitigating uncertainty. The platform's return policy also interacted with product uncertainty, influencing consumer purchase intention. These findings provide a roadmap for creating a tailored service strategy for live commerce platforms, focusing on reducing uncertainty in the product purchase process.

• Journal of Information Science Theory and Practice
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• v.5 no.1
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• pp.65-84
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• 2017

Three most popular information services, Periscope, Ustream, and YouNow, vicarious for all Social Live-Streaming Services (SLSSs), are investigated to analyze their streamers' motivations and the user-generated content. Additionally, we collected demographic data (gender and age). More than 7,500 streams by users from the U.S., Germany, and Japan were observed. Main streamer motivations on SLSSs are boredom, socializing, the need to reach a specific group, the need to communicate, and fun. Important content categories on all three SLSSs are chatting, sharing information, 24/7, and 'slice of life.' We were able to identify differences between users from the U.S., Germany, and Japan as well as between the users of Periscope, Ustream, and YouNow. The main motive to stream in the U.S. is to reach a specific group, while in Japan it is socializing, and in Germany boredom. The top content category for both, YouNow as well as Periscope, is to chat; on Ustream it is 24/7 (i.e., webcams).

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.5
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• pp.741-759
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• 2022

This study examines the effect of live commerce characteristics on consumption behavior mediated by presence. As contactless shopping has become the new normal, live commerce is emerging as an innovative communication service between consumers and sellers. We examine the role of interaction and streamers' attributes on sharing and purchase intention by mediating social presence and telepresence. A web-based experiment was conducted to test our hypotheses. The data of 267 participants were analyzed using SPSS 23.0 and AMOS 21.0. The results showed that the Streamer-Consumer interaction had a positive effect on social presence and telepresence. By contrast, the Consumer-Consumer interaction had no significant effect on social presence and telepresence. We further found that streamer trustworthiness had a positive effect on both social presence and telepresence, while streamer attractiveness had a positive effect only on telepresence. Thus, social presence and telepresence positively influenced sharing and purchase intention. Overall, these findings illustrate that the Streamer-Consumer interaction and streamer trustworthiness are vital characteristics that lead to higher levels of presence using live commerce. Several academic and managerial implications are suggested based on these results.

• Journal of the Korea Convergence Society
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• v.12 no.12
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• pp.197-211
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• 2021

The emergence of knowledge-sharing live streamers provides more diversified content to the live streaming platform. Analysis of the factors affecting the intention to use knowledge sharing live streaming users can allow the live streaming platform to understand better the adoption characteristics of users who follow this type of content. Help platform operators provide better services and help live streaming platforms innovate. Based on the TAM model, this research uses questionnaire surveys and structural equation models to construct a conceptual model of the influencing factors of users' intentions in the knowledge sharing live streaming and conduct an empirical analysis on the influencing factor models. The results of data analysis show that a significant influence of users' attitudes of knowledge sharing live streaming is perceived usefulness, followed by flow experience; perceived value has a positive impact on users' attitudes and intention to use, and the positive influence of users attitude significantly affect the user's intention.