• 산경연구논집
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• 제12권10호
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• pp.43-57
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• 2021

Purpose: This study focuses how motivations influence interactivity in the live streaming commerce context. Live streaming commerce involves the provision of e-commerce activities and transactions via a live streaming platform that offers real-time interaction, entertainment, social activities, and commerce. The purpose of study is to examine effects of motivations on perceived interactivity and the effects of perceived interactivity on attitude and intention to use the live streaming commerce. Research design, data and methodology: The study investigates key questions about consumers' motivation to use live streaming commerce and perceived interactivity by surveying 300 users of live commerce. Participants were asked whether they were live streaming commerce users who had experienced live streaming commerce before participating in the survey. The full survey required live streaming commerce users to respond to all the questions. Results: The study uncovered motivations for using live streaming commerce by finding information, entertainment, pass time, fashion/status and real time and perceived interactivity in the live streaming commerce. The results indicated motivation to use live streaming commerce positively influenced perceived interactivity. Perceived interactivity had positive effects on attitude toward brand. Attitude toward brand had positive effects on intention to use. Conclusions: Live streaming commerce is getting increasing attention from marketers because live streaming commerce has seamlessly integrated commerce, social activities, and hedonic factors. This study clarifies motivations and perceived interactivity in the live streaming commerce context. The study uncovers the relationships between motivations, perceived interactivity, attitude, and intention to use that contributes to the theoretical foundation and practical implications for marketing and management in the live streaming commerce context. Specifically, the study develops the theoretical contributions to perceived interactivity in the in the live streaming commerce context. The results also contribute to the practical implications for new marketing strategies that provides dynamic real-time interaction, exact information, and social and hedonic factors to attract consumers to indulge in the consumption processes. Marketing practitioners will obtain insights that can help them develop and manage brand strategies by understanding the influence of motivation and perceived interactivity in the live commerce context, which offers opportunities for contactless marketing and management.

• Journal of East Asia Management
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• 제1권1호
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• pp.65-87
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• 2020

In recent years, with the rapid development of network live streaming, with the popularization of mobile Internet and mobile terminal equipment, the live streaming industry has ushered in great development. A sudden outbreak of the COVID-19 makes the PC end live streaming which has been developed for many years enter a new era, giving birth to the rapid development of mobile end live streaming. Not only because of the expansion of the live streaming industry market, the rise of the trend of the national live streaming, but also because the mobile live streaming is more and more valued by the brand, becoming an important tool for brand communication and product promotion. It is because of its unique communication characteristics that some scholars believe that the era of precision marketing has been opened by live network. Mobile live from the initial fans to reward and promote the brand, to now in the form of live marketing, consumers can "buy while watching". The time period from the understanding of the goods to the final completion of the purchase behavior has been greatly shortened. It is conducive to improving sales volume and brand awareness. Marketing communication through mobile live platform has become a popular way of brand marketing. This paper mainly studies the current situation, methods, problems and development strategies of brand marketing activities with the help of live streaming platform under the background of mobile internet. Taking Tmall live streaming platform as an example, this paper analyzes several ways of brand marketing with the help of live streaming and some universal characteristics of live streaming marketing by using the relevant theories of marketing. In view of the problems existing in live streaming brand marketing, it puts forward relevant Improvement measures. First of all, the paper puts forward the innovation in content and form. Second, the paper suggests that we should make full use of new technologies such as AR and VR to effectively combine with mobile live broadcasting. Third, the paper explores the integration of multiple channels to create intelligent marketing, and further optimize the live interface of mobile terminals. Finally, the paper emphasizes that the government departments and the platform itself should jointly supervise the mobile network live streaming platform and establish a good live broadcasting environment for mobile terminals. With the help of mobile live streaming, the marketing mode has an important impact on the promotion of brand marketing. How to make better use of this business mode and accurately use mobile live broadcast to promote brand marketing, so that enterprises can create greater profits, is also of profound research significance.

• 정보보호학회논문지
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• 제26권6호
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• pp.1505-1511
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• 2016

동영상 실시간 스트리밍 (Live Streaming)이란 텔레비전 생방송처럼 촬영한 정보를 실시간으로 사용자의 동영상 플레이어로 보내 재생하도록 하는 방식을 말한다. 비디오와 오디오를 실시간으로 인코딩하여 많은 사용자들이 동시에 시청하기 위해서는 RTMP (Real Time Messaging Protocol), HLS (HTTP Live Streaming) 등 실시간 스트리밍을 지원하는 프로토콜이 필요하다. 본 논문에서는 실시간 스트리밍을 제공하는 국내 6개 OTT (Over the Top) 업체의 어플리케이션을 대상으로 패킷 캡처를 통해 어플리케이션들의 패킷을 분석하였다. 채널 목록을 암호화하지 않거나, 유료채널에 적합하지 않은 프로토콜을 사용함으로써 유료채널을 무료로 시청할 수 있다는 취약점을 밝히고자 한다.

• 융합경영연구
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• 제11권4호
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• pp.1-10
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• 2023

Purpose: This study investigated the relationship between product characteristics and customer purchase intention in live-streaming commerce. Research design, data and methodology: Six independent factors namely, scarcity, customization, discount, experimentalism, novelty, and informativeness were identified to analyze their effects on customer purchase intention in live-streaming commerce. The perceived value was accepted as a mediator between independent and dependent variables. Data were gathered from 643 respondents who experienced purchases in live-streaming commerce in China. Results: The results show that product characteristics strongly affect customer purchase intention, and perceived value plays an important mediating role in live-streaming commerce. Therefore, when developing a sales strategy in live-streaming commerce, product characteristics. Such as customization, discount, experimentalism, novelty, and information must be considered. Conclusions: The majority of live-streaming commerce research has focused on platform interactions and consumers. This study is meaningful in that it dealt with product characteristics and confirmed the mediating roles of perceived value in live-streaming commerce. The findings of this study have significant implications and offer valuable insights and practical guidance for both the academic community and practitioners engaged in the field of live-streaming commerce.

• Asia Marketing Journal
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• 제24권2호
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• pp.39-50
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• 2022

Live streaming has become one of the most important communication tools for influencers to synchronously interact with viewers. It is critical to understand the effect of the reciprocal and synchronously interactive relations built between influencers and viewers, so-called trans-parasocial relations, in the context of live streaming. In this study, we investigate how trans-parasocial relations impact viewers' stickiness and purchase intention on live streaming platforms. Furthermore, we investigate fanship as a mediating factor in the relationship between trans-parasocial relations and viewers' behaviors. Overall, the results reveal significant direct and indirect effects of trans-parasocial relations on viewers' stickiness and purchase intention. Higher trans-parasocial relations further lead to stronger viewers' fanship toward influencers and increases their willingness to stay longer or make purchases on live streaming platforms. These findings further the understanding of influencer-viewer relations and viewers' behavior on live streaming platforms and provide valuable insights into influencer marketing and live streaming.

• 한국정보시스템학회지:정보시스템연구
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• 제30권3호
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• pp.1-20
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• 2021

Purpose Live streaming commerce refers to the fact that people receive live audio and live video directly over the net. While some e-retailers use Live Streaming as a marketing strategy, the impact of live streaming commerce on customers' reuse intentions is unknown. The purpose of this study is to discuss the impact of live streaming commerce by external environmental factors based on S-O-R theory. Design/methodology/approach In this study, we developed a research model based on the S-O-R theory. Using the questionnaire survey method, consumers who used live streaming commerce on Taobao.com were taken as research subjects. Our research model aims to find out how content attributes, real-time interactions, media characteristics, and situational characteristics as stimulus factors influence consumers' perceptions and thus reuse intentions. Findings The results of the analysis show that external environmental factors have a significant impact on consumer perceptions and that perceived risks and flows can influence consumers' reuse intentions. In addition, we also examined the impact of reuse intentions on consumers' active participation. These results show that live streaming commerce can influence consumer perceptions and behavior in several ways.

• Journal of Information Technology Applications and Management
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• 제31권2호
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• pp.35-49
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• 2024

With the development of e-commerce, live streaming e-commerce, as an emerging marketing method, is on the rise. It integrates various ways of information delivery, providing consumers with unprecedented shopping experiences, particularly through its interactive nature, which can increase audience engagement and immersion. This study delves into how interactive elements in live streaming e-commerce influence consumer emotions and purchase intentions. By employing literature review and empirical analysis methods, we analyzed various interactive factors in the live streaming e-commerce environment and revealed the process through which these factors stimulate audience emotions and lead to specific purchasing behaviors. The results confirm that the interactive appeal of live streaming e-commerce significantly influences consumers' positive emotional responses, consequently enhancing purchase intentions. This study aims to explore the relationship between the interactive features of live streaming e-commerce and consumer emotional responses and purchase intentions, thereby filling theoretical gaps in the field of live streaming e-commerce and proposing new marketing theories. Additionally, by analyzing how interactive features stimulate consumers, optimal live content strategies can be proposed for live streaming e-commerce platforms and hosts, thus aiding in the improvement of marketing strategies and sales effectiveness.

• 한국융합학회논문지
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• 제8권9호
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• pp.231-236
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• 2017

이 연구는 모바일 라이브 스트리밍 서비스의 불법 유해방송 근절을 목적으로 모바일 라이브 스트리밍 서비스의 특성과 불법 유해정보의 특성을 분석하고 모바일 라이브 스트리밍 서비스상의 불법 유해방송 실태를 고려한 근절 방안을 제시하고자 하였다. 1차로 문헌 연구를 통하여 모바일 라이브 스트리밍 서비스와 불법 유해방송에 대해 고찰하고 2차로 모바일 라이브 스트리밍 서비스의 불법 유해방송 실태와 인식 및 대응방안에 대해 설문조사를 진행하였다. 그 결과 모바일 라이브 스트리밍 서비스의 불법 유해방송 노출 빈도가 높으며 불법 유해방송 노출이 사용자의 자의보다 실시간 방송이라는 특성에서 비롯한 원인이 큰 것임을 확인했다. 모바일 라이브 스트리밍 서비스의 불법 유해 정보를 근절하기 위해서는 서비스의 불법 유해방송 자체의 신고체계 정비도 필요하지만 정부의 규제 방안 마련에 대한 요구사항을 확인했다. 향후 미시적인 관점에서 모바일 라이브 스트리밍 서비스의 불법 유해정보 근절에 관해 연구가 필요할 것이다.

• 한국융합학회논문지
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• 제12권12호
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• pp.197-211
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• 2021

지식 공유 라이브 방송의 출현은 라이브 방송 플랫폼에 더 많은 다원화적인 내용을 제공하였다. 지식 공유 라이브 방송 사용자의 사용 의향에 대한 영향 요인을 분석하면 인터넷 라이브 방송 플랫폼으로 하여금 이러한 내용에 관심을 가지는 사용자의 사용 특징을 더 잘 이해하게 할 수 있다. 또한 플랫폼 운영업체에 더 좋은 서비스를 제공하여 라이브 방송 플랫폼의 혁신에 도움을 줄 수 있다. 본 연구는 TAM모델을 기반으로 설문조사와 구조방정식 모형을 이용해 지식 공유 라이브 방송 중 사용자 의향에 대한 영향 요인에 관한 개념 모형을 구축하고 지식 사용자의 영향 요인 모형에 대해 실증 분석을 진행한다. 데이터 분석 결과에 따르면, 사용자가 지식 공유 라이브 방송 태도에 미치는 유의한 영향은 지각된 유용성이고 다음은 몰입 체험이며, 지각된 가치는 사용자 태도와 사용 의향에 긍정적 영향을 미치고 사용자 태도의 긍정적 영향은 사용자의 사용 의향에 유의한 영향을 미치는 것으로 나타났다.

• Journal of Information Technology Applications and Management
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• 제27권6호
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• pp.31-51
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• 2020

During the last decade, social live streaming service like Periscope, Ustream, and YouNow has developed from a niche market into a mainstream activity. In this media environment, social live streaming service has a tremendous impact on the social behaviors of users. Despite the rapid development, there are a lack of studies to make better understand the media environment changes through social live streaming service. This study adopted an affordances approach that leads us to identify six distinctive social affordances (visibility, accessibility, information sharing, social interaction, role-taking, interactive revenue) for user engagement in social live streaming service. Specifically, this study explores the impact of social affordances on perceived flow, followed by user engagement including passive and active engagement. Empirical data analysis with 258 questionnaires suggests that social affordances affected users' flow perception, and flow has an effect on active as well as passive engagement. Contrary to the expectation in a hypothesized research model, only the impact of accessibility on flow was rejected.