• Korea Trade Review
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• v.47 no.1
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• pp.25-42
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• 2022

This study identified consumers' shopping behavior in live streaming commerce. To this end, this study put the uncertainty issue of live shopping and the transfer of trust at the center of the discussion. The verification of the research model resulted in the following conclusions. First, reduced uncertainty in live shopping was a factor in increasing the level of involvement and attachment in the service. These results showed that resolving uncertainty in newly introduced services is a key factor in determining users' positive attitudes. Second, the trust in shopping sites influenced the current live shopping attitude. This is because the transfer of trust is also valid in live shopping, which demonstrated the importance of building trust. Third, this study proposed and validated a research model that could systematically understand the consumption process of live streaming shopping. Furthermore, this study provides a beneficial implication for those who want to use live shopping in practice.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2012.05a
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• pp.146-148
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• 2012

Today, research on P2P live streaming has been booming. Live streaming service must ensure timeliness according to real-time. In this paper, suggest mechanism measuring about parent-nodes'dealy time which cuts down cost for selecting parent-node with utilizing ISP information and locality that participate P2P live streaming service.

• The Journal of Information Systems
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• v.32 no.1
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• pp.23-51
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• 2023

Purpose: Live commerce is a new type of electronic commerce in combination with live streaming services. It is expected to increase virtual presence in the context of online shopping by overcoming a lack of social interactions between sellers and buyers which have been raised as a limitation in electronic commerce. Drawing on the studies of communication media, this study examines how live commerce contributes to the increase of virtual presence which consists of telepresence and social presence. Telepresence refers to a buyer's perception that he or she is present at the physical shopping mall during live shopping streaming whereas social presence refers to a buyer's perception of social interaction with a seller which is human warm, social, sensitive, and personal. In this study, we verify key determinants of virtual presence and its consequences. More specifically, this study proposes virtual presence contributes to the increase of buyers' trust in products and further purchase intentions. Furthermore, we verify influential factors of virtual presence from the technical and influencer perspectives of live commerce. Design/methodology/approach: To test the proposed hypotheses, the partial least squares (PLS) analysis is conducted with a total of 250 data collected on users with experience in the TaoBao live streaming shopping platform. Findings: The results show that first, telepresence and social presence are increased by visibility, media richness and attractiveness in the context of live shopping streaming. Second, buyers' trust in product trust and purchase intentions are positively influenced by telepresence and social presence. Finally, buyers' trust in product has a direct, positve effect on their purchase intentions. Overall, the findings offer new insights into the studies of electronic commerce by introducting the concepts of virtual presence and media richness from the literature of communication media in the field of live commerce.

• Journal of the Korean Institute of Illuminating and Electrical Installation Engineers
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• v.28 no.9
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• pp.99-104
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• 2014

This paper presents a unified live-streaming method based on Hypertext Mark-up Language 5(HTML5) for an IP camera which is independent of browsers of clients and is implemented with open-source libraries. Currently, conventional security systems based on analog CCTV cameras are being modified to newer surveillance systems utilizing IP cameras. These cameras offer remote surveillance and monitoring regardless of the device being used at any time, from any location. However, this approach needs live-streaming protocols to be implemented in order to verify real-time video streams and surveillance is possible after installation of separate plug-ins or special software. Recently, live streaming is being conducted through HTML5 using two different standard protocols: HLS and DASH, that works with Apple and Android products respectively. This paper proposes a live-streaming approach that is linked on either of the two protocols which makes the system independent with the browser or OS. The client is possible to monitor real-time video streams without the need of any additional plug-ins. Moreover, by implementing open source libraries, development costs and time were economized. We verified usefulness of the proposed approach through mobile devices and extendability to other various applications of the system.

• Journal of Information Science Theory and Practice
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• v.4 no.2
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• pp.6-20
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• 2016

In the last few years, a new type of synchronous social networking services (SNSs) has emerged—social live streaming services (SLSSs). Studying SLSSs is a new and exciting research field in information science. What information behaviors do users of live streaming platforms exhibit? In our empirical study we analyzed information production behavior (i.e., broadcasting) as well as information reception behavior (watching streams and commenting on them). We conducted two quantitative investigations, namely an online survey with YouNow users (N = 123) and observations of live streams on YouNow (N = 434). YouNow is a service with video streams mostly made by adolescents for adolescents. YouNow users like to watch streams, to chat while watching, and to reward performers by using emoticons. While broadcasting, there is no anonymity (as in nearly all other WWW services). Synchronous SNSs remind us of the film The Truman Show, as anyone has the chance to consciously broadcast his or her own life real-time.

• KIISE Transactions on Computing Practices
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• v.22 no.7
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• pp.310-314
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• 2016

Currently, several research studies are looking to improve the quality of DASH (Dynamic Adaptive Streaming over HTTP) based live streaming services. However, conventional DASH based streaming schemes cannot provide seamless playback while maintaining the low buffering and it adversely affects the QoE (Quality of Experience). To address this problem, we propose the QoE driven segment scheduling scheme. The proposed scheme adaptively schedules the segment request message according to the time and variation of segment fetching. Simulation results indicate that the proposed scheme improves the QoE of live streaming service by maintaining the low buffering delay and reducing the buffer underflow events.

• Information Systems Review
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• v.25 no.1
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• pp.213-231
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• 2023

With the rapid development of live streaming commerce, online host as an information source plays a critical role in affecting live streaming performance. However, the impact of different product types on the relationship between online hosts and live streaming has been less studied. Based on the elaboration likelihood model (ELM) and information source theory, this study aims to empirically investigate what factors influence the sales of live streaming commerce and how product type moderates the relationship between them. The analysis of 11,422 live streaming commerce data collected for four months from October 10, 2021 to February 10, 2022 shows that, among the factors related to source credibility and attractiveness, multi-channel networks (MCN) and the number of followers positively affect the sales volume of live streaming commerce, whereas the reputation score harms the sales. Moreover, the moderating effect of the product type (i.e., ratio of involvement products) on the relationships is confirmed. The findings enrich the literature on live streaming commerce performance. The limitations and future research directions are also discussed.

• International journal of advanced smart convergence
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• v.11 no.1
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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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• v.9 no.3
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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.

• The Transactions of the Korean Institute of Electrical Engineers P
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• v.63 no.3
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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.