• Title/Summary/Keyword: live streaming strategy

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Product Characteristics and Customer Purchase Intention in Live-Streaming Commerce

  • An-Peng YU;Jae-Hyeon KIM;Sung Eui CHO
    • The Journal of Economics, Marketing and Management
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    • v.11 no.4
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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.

How Companies Persuade Active Participation of Consumers on Live Streaming Commerce? S-O-R Perspective

  • Zhang, Xiu Ping;Choi, Jae Won
    • The Journal of Information Systems
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    • v.30 no.3
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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.

The Effect of Social Affordances in Social Live Streaming Service (소셜 라이브 스트리밍 서비스에서 소셜 어포던스의 영향)

  • Moon, Yunji
    • Journal of Information Technology Applications and Management
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    • v.27 no.6
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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.

A Study on the Impact of Live Commerce Interaction on Consumer Emotional Responses and Behavioral Intentions (라이브 커머스의 상호작용이 소비자의 감정반응 및 행동의도에 미치는 영향에 관한 연구)

  • YuRong Sun;Byoung-Jai Kim
    • Journal of Information Technology Applications and Management
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    • v.31 no.2
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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.

Brand Marketing Strategy of Live Streaming in Mobile Era : A Case Study of Tmall Platform

  • Liu, Lin;Aremu, Emmanuel Olugbemisola;Yoo, Dongwoo
    • Journal of East Asia Management
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    • v.1 no.1
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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.

Impact of Live Streaming on Green Purchase Intent: The Role of Environmental Debt

  • Feng yi;Feng yu;Liu ziyang
    • Journal of Internet Computing and Services
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    • v.25 no.5
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    • pp.141-152
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    • 2024
  • With the continuous emergence of green fresh agricultural products in today's consumer market and the rise of live streaming platforms as an emerging sales channel.The rise of green fresh agricultural products and live streaming as a sales channel has spurred interest in how live streaming strategies impact consumer purchase intentions. This study examines the effects of interactivity, professionalism, usability, and sustainability in live streaming on green purchase intentions, with a focus on the mediating role of perceived environmental debt. Regression analysis of 660 questionnaires revealed that interactivity (β=0.310, p<0.001), professionalism (β=0.268, p<0.001), usability (β=0.250, p<0.001), and sustainability (β=0.305, p<0.001) significantly positively affect green purchase intentions. Perceived environmental debt partially mediated the effects of interactivity (β=0.137, p=0.005), professionalism (β=0.224, p<0.001), and usability (β=0.131, p=0.005), but not sustainability (β=0.112, p=0.029). The results suggest that enhancing interactivity, professionalism, and usability in live streaming can promote green consumption by fostering environmental responsibility. It is also recommended to improve green infrastructure and policies to encourage sustainable living habits.

Effects on SNS Communication Types of Fashion Designer Brands -SNS Consumption Value, Product Attitude, and Behavioral Intention- (패션 디자이너 브랜드의 SNS 정보전달 유형의 효과 -SNS 소비가치, 제품태도, 구매의도의 관계-)

  • Soojin Lee;Yuri Lee
    • Journal of the Korean Society of Clothing and Textiles
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    • v.47 no.6
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    • pp.996-1011
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    • 2023
  • This study introduces an effective marketing strategy for fashion SMEs and small designer brands utilizing Instagram as a social networking platform. The research compared the impact of two information delivery types (native advertisements vs. live streaming after native ads) and two types of promotional messages (scarcity vs. price discount) on SNS consumption value, and product attitude toward fashion designer brands. The study involved surveying 251 Korean women aged 25-55 with experience in buying designer products and using SNS. Data analysis was conducted using SPSS 26.0 and Process Macro v3.5. Results indicated that both native advertisements and live streaming enhance economic and social values in SNS consumption. Live streaming with price discount messages generates higher perceived SNS consumption values compared to scarcity messages. Consumers showed a more favorable attitude toward designer brand products when watching the live streaming of price discount messages rather than scarcity messages. The findings emphasize that the broadcast host actively induced participation to reveal viewers' social presence through comments or emphasized discount messages such as ultra-special prices during live streaming on Instagram.

SonicStream: A Network Coding Based Live P2P Media Streaming System With Rich User Experiences

  • Chen, Xiaogang;Ren, Ning;Zhang, Xiaochen;Wang, Xin;Zhao, Jin
    • Journal of Communications and Networks
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    • v.10 no.4
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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.

The Effect of Live Commerce to Increase Consumer's Purchase Intention: The Case of China

  • Wei-Keon ZHANG
    • Journal of Distribution Science
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    • v.21 no.12
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    • pp.103-111
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    • 2023
  • Purpose: This study explores the impact of live commerce on consumer purchase intention in the Chinese market. Live commerce, a novel marketing strategy that fuses e-commerce with live streaming, has gained significant popularity in China. The study aims to pinpoint main ways that live commerce increases customers' propensity to make purchases. Research design, data, and methodology: The PRISMA technique was adhered to in the systematic cycle of finding, screening, and selecting publications. Predefined keywords like "live commerce," "live-stream shopping," "consumer purchase intention," and "China" produced a large number of possibly pertinent research in the first search. Results: This study has delved into the profound effects of live commerce on consumer purchase intention, with a specific focus on the dynamic Chinese market. This study has identified four primary outcomes that support the revolutionary potential of live commerce: increased product engagement, significant social influences, dynamic pricing tactics, and the establishment of trust and credibility. Conclusions: Finally, the study provides live commerce practitioners with valuable insights, advising them on maximizing these impacts to increase consumer buy intention. In summary, this study offers helpful information to companies and marketers who want to take advantage of live commerce as a powerful tool for connecting with Chinese customers and increasing sales.

Understanding Watching Patterns of Live TV Programs on Mobile Devices: A Content Centric Perspective

  • Li, Yuheng;Zhao, Qianchuan
    • KSII Transactions on Internet and Information Systems (TIIS)
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    • v.9 no.9
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    • pp.3635-3654
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    • 2015
  • With the rapid development of smart devices and mobile Internet, the video application plays an increasingly important role on mobile devices. Understanding user behavior patterns is critical for optimized operation of mobile live streaming systems. On the other hand, volume based billing models on cloud services make it easier for video service providers to scale their services as well as to reduce the waste from oversized service capacities. In this paper, the watching behaviors of a commercial mobile live streaming system are studied in a content-centric manner. Our analysis captures the intrinsic correlation existing between popularity and watching intensity of programs due to the synchronized watching behaviors with program schedule. The watching pattern is further used to estimate traffic volume generated by the program, which is useful on data volume capacity reservation and billing strategy selection in cloud services. The traffic range of programs is estimated based on a naive popularity prediction. In cross validation, the traffic ranges of around 94% of programs are successfully estimated. In high popularity programs (>20000 viewers), the overestimated traffic is less than 15% of real happened traffic when using upper bound to estimate program traffic.