• 경영정보학연구
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• 제25권1호
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• pp.213-231
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• 2023

라이브 스트리밍의 급속한 발전과 더불어 온라인 호스트가 중요한 정보원으로서 라이브 스트리밍 커머스 성과에 영향을 미치는 데 중요한 역할을 한다. 하지만 제품 유형이 호스트의 특징과 라이브 스트리밍 커머스 성과 사이의 관계에 대한 연구는 많이 이루어지지 않고 있다. 본 연구는 정교화 가능성 모델(Elaboration Likelihood Model)과 정보원 이론(Information Source Theory)을 기반으로 라이브 스트리밍 커머스의 매출에 영향을 미치는 요인과 이들 간의 관계에 대한 제품 유형의 조절 역할을 실증적으로 연구하는 것을 목적으로 한다. 2021년 10월 10일부터 2022년 2월 10일까지 수집된 11,422건의 라이브 스트리밍 커머스 데이터를 분석한 결과, 다중채널 네트워크(Multi-Channel Network)와 팔로워수는 라이브 스트리밍 커머스의 판매량에 긍정적인 영향을 미치는 반면, 평판 점수는 매출에 부정적인 영향을 미치는 것으로 나타났다. 또한 저관여 제품의 비율이 이 관계들에 미치는 조절 효과도 확인되었다. 이번 연구 결과는 라이브 스트리밍 커머스 성과에 대한 문헌을 풍부하게 하고, 시사점뿐만 아니라 연구의 한계점과 향후 연구 방향에 대해서도 논의하였다.

• International journal of advanced smart convergence
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• 제11권1호
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• pp.76-86
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• 2022

The purpose of this study is to provide insights into live streaming consumer purchase intention by drawing on congruence between consumer and influencer factors and live shopping contents factors during the spread of COVID-19. We surveyed 348 individuals who have watched Fresh Hema's live streaming. SPSS and AMOS were used for data analysis. We determined that only actual congruity between influencer and consumer significantly influenced the consumer social experience. On the other hand, both the informativeness and entertainment value of live shopping contents positively impacted the consumer social experience. Additionally, social experience was significantly related to consumer co-experience and purchase intention. Moreover, the significant mediation effect of social experience was found amongst congruence between consumer and influencers, live shopping contents, co-experience, and purchase intention.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제9권3호
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• pp.1035-1056
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• 2015

The efficiency of live Peer-to-Peer (P2P) streaming protocols depends on the appropriateness and the management abilities of their underlying overlay multicast. While a tree overlay structure confines transmission delays efficiently by maintaining deterministic delivery paths, an overlay mesh structure provides adequate resiliency to peers dynamics and easy maintenance. On the other hand, content freshness, playback fluidity and streaming continuity are still challenging issues that require viable solutions. In this paper, we propose a Hybrid Live P2P Streaming Protocol (HLPSP) based on a hybrid overlay multicast that integrates the efficiency of both the tree and mesh structures. Extensive simulations using OMNET++ are conducted to investigate the efficiency of HLPSP in terms of relevant performance metrics, and position HLPSP with respect to DenaCast the enhanced version of the well-known CoolStreaming protocol. Simulation results show that HLPSP outperforms DenaCast in terms of startup delay, end-to-end delay, play-back delay and data loss.

• 전기학회논문지P
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• 제63권3호
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• pp.206-211
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• 2014

In this Paper, We proposed the HLS(Http Live Streaming) transmitter which is operated easily and cheap in all networks and client environments compared to the exist video live streaming transmitter. We analyzed the HLS protocol and then implemented for making the HLS transmitter cheaper and portable. After designing the HLS transmitter hardware using the RISC processor of Arm11 core, we ported the Linux Operating System and implemented the HLS protocol using the open source FFmpeg and Segmenter. For the performance evaluation of the developed HLS transmitter, we made the testing environment which is including the notebook, iPhone, and aroid Phone. In this testing environment, we analysed the received video data at the client displayer. As a results of the performance evaluation, we could certify that the proposed HLS transmitter has a higher performance than the Apple company's HLS.

• 융합경영연구
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• 제11권3호
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• pp.67-79
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• 2023

Purpose: This study examines the relationship between content characteristics and customer viewing and purchase intention in live-streaming commerce. Research design, data, and methodology: For this purpose, seven independent factors such as entertainment, artistry, storytelling, informativity, interactivity, reliability, and technicality are extracted based on previous literature. The viewing intention and purchase intention are adopted as dependent factors. The role of 'immersion' is investigated as a mediating factor between the independent and dependent factors. Results: The results showed that entertainment, artistry, technicality, and reliability significantly affected immersion, and immersion affected viewing intention and purchase intention. Immersion was found to play a mediating role between content characteristics and consumer viewing and purchase intention. Conclusions: The results indicate that the content characteristics not only attract customers but also affect their immersion, viewing intention, and purchase intention directly or indirectly in the live-streaming commerce sector.

• 방송공학회논문지
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• 제23권4호
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• pp.549-558
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• 2018

360 VR(Virtual Reality) 비디오와 같이 고품질의 비디오를 기존 케이블 망에서 IPTV 또는 OTT(Over the Top) SettopBox과 같은 저사양 미디어 서비스 기기를 통해 저지연 라이브 스트리밍 서비스를 할 수 있도록 MPEG DASH(Dynamic Adaptive Streaming over HTTP) 기반의 스트리밍 서버를 설계하고 구현하였다. 또한, 서버 응답 지연 시간을 줄이기 위해 스트리밍 영상 파일(MPD, Segment Files)을 메모리상에 캐싱 하여 서비스 할 수 있는 관리 프로세스를 설계하고 적용하였다. 그리고 실험을 통해 bitrate가 50,000kbps 이상이고, 8K@60P 급의 고품질 분할 영상 스트리밍을 지원하는 것을 확인하였다

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제13권5호
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• pp.2544-2557
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• 2019

Adaptive bitrate streaming is a crucial element in the implementation of high-quality streaming of media content over the Internet. Dynamic adaptive streaming over HTTP (MPEG-DASH) has lately emerged as the de facto solution for over-the-top (OTT) video streaming services. In this paper, we perform macro-level analysis on a real-world MPEG-DASH-based Internet live broadcasting service to gain insight into its behavior throughout the end-to-end service-provision chain, from broadcasters to viewers. Based on this analysis, we propose methods to improve the quality-of-experience (QoE) of MPEG-DASH-based services, particularly with regard to reducing broadcasting delays between recording and viewing of videos, as well as synchronizing client terminals.

• 한국의류산업학회지
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• 제23권1호
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• pp.70-83
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• 2021

Live-streaming commerce is attracting attention as a noticeable trend in the retail industry. It is a new mobile shopping service platform developed by combining live streaming with e-commerce technologies. This study examined the impact of para-social interactions on consumer impulse buying behavior and investigated the impact through task complexity as well as perceived amount of information. To achieve this goal, 203 women using a mobile commerce participated in an online survey after experiencing beauty live-streaming commerce. The collected data were analyzed using SPSS 25.0, AMOS 23.0, and SPSS PROCESS Macro program. The results of the study revealed that para-social interactions negatively influenced task complexity, positively influenced perceived amounts of information, and positively influenced impulse buying behavior. In addition, impulse buying behavior was negatively influenced by task complexity versus positively that was influenced by perceived amounts of information. The impact of para-social interactions on impulse buying behavior is mediated by task complexity and perceived information. The findings of this study contribute to the theoretical extension of para-social interaction on impulse buying behavior in the context of live-streaming commerce. The implications of the findings suggest practical marketing strategies for digital media commerce retailers.

• 한국컴퓨터정보학회논문지
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• 제29권10호
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• pp.265-274
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• 2024

이 연구는 제품 구성, 스트리밍 airtime, 스트리밍 조회수, 판매 성과 간의 관계를 탐구하고, 주말과 평일이 가지는 조절 효과를 분석하는 것을 목적으로 한다. 분석에 사용된 데이터는 Labangba Data Lab에서 제공한 2023년 라이브 커머스 스트리밍 데이터를 기반으로 한다. 모든 변수가 형성 지표로 측정되었기 때문에 PLS(부분 최소 제곱) 모형을 사용했다. 분석 결과는 다음과 같다. 첫째, 제품 구성은 스트리밍 조회수에 긍정적인 영향을 미친다. 둘째, 스트리밍 airtime은 스트리밍 조회수에 부정적인 영향을 미친다. 셋째, 스트리밍 조회수는 판매 성과에 긍정적인 영향을 미친다. 마지막으로, 스트리밍 조회수와 판매 성과 간의 관계에서 주말과 평일의 조절 효과가 긍정적으로 확인되었다. 연구는 이론적 및 실무적 시사점을 함께 제시하고 있다.

• Journal of Communications and Networks
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• 제10권4호
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• pp.430-436
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• 2008

Recent studies have convinced that network coding can improve the performance of live media streaming in terms of startup delay, resilience to peer dynamics, as well as reduced bandwidth cost on dedicated streaming servers. However, there still exist some strategy drawbacks and neglected problems which need to be further researched. In addition to the commonly used evaluation parameters of the network and user experiences mentioned above, we focus on additional key factors, playback lag and switch lag, which have not been fully explored in previous work. In this paper, we present SonicStream, a novel and fully implemented live peer to peer (P2P) media streaming system with consideration of rich user experiences, including startup delay, playback continuity, playback lag, switch lag, etc. In pursuit of a further enhanced user experience, we revise traditional peer selection/data scheduling methods. Through a series of experimental evaluations and a cautious comparison with the latest similar work $R^2$, the superior performance of SonicStream has been preliminarily verified.