• 복식문화연구
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• 제29권5호
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• pp.665-678
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• 2021

This study empirically verified the effect of the characteristics of live commerce on consumer trust and purchase intention. An online survey was conducted targeting adult women in their 20s and 30s who watched videos relating to fashion products on the NAVER shopping live channel; 281 questionnaires were analyzed using the IBM SPSS statistics 23 and AMOS 21 software packages. Consequently, the four factors of interactivity, attractiveness, price discount, and playfulness were identified from the data as characteristics of live commerce. Whereas interactivity and playfulness positively affected trust in both the seller and the product, attractiveness did nor significantly affect trust in the seller and the product. Furthermore, price discount had a significant positive effect only on trust in the seller and had no significant effect on trust in the product. In addition, trust in both the seller and the product had a significant positive effect on consumers' purchase intention; in particular, trust in the seller had a greater influence on consumers' purchase intention than trust in the product did. Research on the characteristics of live commerce can contribute to extend the theorical framework of live commerce research. Finally, fashion companies using live commerce channels will be able to develop live commerce channels that can elicit positive consumer perceptions based on the results of this study.

• Asia pacific journal of information systems
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• 제32권2호
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• pp.327-353
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• 2022

With the development of technology and media and the pursuit of non-face-to-face due to the corona pandemic, the influence of live commerce, a real-time streaming shopping channel, is growing. Starting from China, the popularity of live commerce is growing all over the world, and it has become an interesting topic among many practitioners and researchers. However, compared to its popularity, there are few studies on live commerce. Therefore, we build a theoretical model in terms of IT affordance such as visibility, guidance shopping, trading, and meta-voicing and investigate how live commerce affects engagement with customers. We empirically measure 428 individuals who have used live commerce using survey data. In addition, we conduct four types of scenario experiments on whether social cues on exposures of other consumers, influence customer engagement. Our results show that trading affordance has the most significant effect. This shows that the live commerce platform may want to devise a program that helps make payment easier for users who prefer a quick and simple process. Our study contributes to the literature by presenting the importance of IT affordance for live commerce.

• International Journal of Oral Biology
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• 제37권4호
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• pp.197-201
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• 2012

LIVE/DEAD$^{(R)}$ BacLight$^{TM}$ and alamarBlue$^{(R)}$ are fluorescent materials used for the enumeration of live and dead bacteria. LIVE/DEAD$^{(R)}$ BacLight$^{TM}$ is generally used for confocal microscopy applications to differentiate live from dead bacteria in a biofilm or planktonic state. AlamarBlue$^{(R)}$ has also been used widely to assay live and dead bacteria in a planktonic state. Whilst these materials are successfully utilized in experiments to discriminate live from dead bacteria for several species of bacteria, the application of these techniques to oral bacteria is limited to the use of LIVE/DEAD$^{(R)}$ BacLight$^{TM}$ in biofilm studies. In our present study, we assessed whether these two methods could enumerate live and dead oral bacterial species in a planktonic state. We tested the reagents on Streptococcus mutans, Streptococcus sobrinus, Porphyromonas gingivalis, Aggregatibacter actinomycetemcomitans and Enterococcus faecalis and found that only LIVE/DEAD$^{(R)}$ BacLight$^{TM}$ could differentiate live from dead cells for all five of these oral strains. AlamarBlue$^{(R)}$ was not effective in this regard for P. gingivalis or A. actinomycetemcomitans. In addition, the differentiation of live and dead bacterial cells by alamarBlue$^{(R)}$ could not be performed for concentrations lower than $2{\times}10^6$ cells/ml. Our data thus indicate that LIVE/DEAD$^{(R)}$ BacLight$^{TM}$ is a more effective reagent for this analysis.

• 한국전산구조공학회:학술대회논문집
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• 한국전산구조공학회 1989년도 가을 학술발표회 논문집
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• pp.25-28
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• 1989

Live load data in domestic office buildings have been collected in a systematic manner. Based on surveyed data, equivalent uniformly distributed load intensities, which produce the same load effect as the actual spatially varying live load, have been obtained for various structural members(such as slab, beam, column, etc.). Influence surface method has been employed to compute load effects under real live load, inclucing beam moment, slab moment as well as axial force and moments in column. The results have been examined to find probabilistic characteristics and relationship between influence area and load intensity(or coefficient of variation). The results were also compared with other survey results and found to be reasonable.

• 아태비즈니스연구
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• 제15권1호
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• pp.15-31
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• 2024

Purpose - This study explores the causes behind the high rate of impulse purchases in live streaming e-commerce. Design/methodology/approach - The research model is empirically validated with survey data collected from 324 respondents in China, using the Partial Least Squares (PLS) methodology. Findings - We found that the interactivity and visibility of live streaming are key in creating para-social relationships and perceived presence, leading to customers' impulse purchases. Research implications or Originality - This study deepens the understanding of consumers' impulse purchases in live-streaming e-commerce, revealing that para-social relationships and perceived presence developed through real-time interactions can increase impulse buying. It also highlights the differences between relationship-oriented and task-oriented interactions in fostering customers' perceived presence and para-social relationships in live streaming.

• 한국도로학회논문집
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• 제18권1호
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• pp.1-11
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• 2016

PURPOSES : This study estimated the load effect of a single heavy truck to develop a live load model for the design and assessment of bridges located on an expressway with a limited truck entry weight. METHODS : The statistical estimation methods for the live load effect acting on a bridge by a heavy vehicle are reviewed, and applications using the actual measurement data for trucks traveling on an expressway are presented. The weight estimation of a single vehicle and its effect on a bridge are fundamental elements in the construction of a live load model. Two statistical estimation methods for the application of extrapolation in a probabilistic study and an additional estimation method that adopts the extreme value theory are reviewed. RESULTS : The proposed methods are applied to the traffic data measured on an expressway. All of the estimation methods yield similar results using the data measured when the weight limit has been relatively well observed because of the rigid enforcement of the weight regulation. On the other hand, when the estimations are made using overweight traffic data, the resulting values differ with the estimation method. CONCLUSIONS : The estimation methods based on the extreme distribution theory and the modified procedure presented in this paper can yield reasonable values for the maximum weight of a single truck, which can be applied in both the design and evaluation of a bridge on an expressway.

• 한국정보시스템학회지:정보시스템연구
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• 제32권1호
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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.

• 한국컴퓨터정보학회논문지
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• 제27권4호
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• pp.169-181
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• 2022

현재 SNS 라이브방송이 활성화로 인해 인플루언서 생방송에 기반을 둔 온라인 서비스가 전세계 주요 소비 트렌드가 되고 있다. 본 연구는 인터넷 환경에서 인플루언서 방송을 통해 소비자들이 느끼는 인플루언서 방송에 대한 서비스품질, 고객만족, 제품특성과 수용의도 간의 관계들을 검증하고자 한다. 본 연구는 대만 SNS 라이브방송을 체험한 이용자들을 대상으로 2020년 6월 29일 부터 8월 30일 까지 구글 설문지를 통하여 조사를 실시하였으며, 총 253부를 실증분석에 사용하였다. 수집된 자료는 SPSS 25.0을 통해 분석을 실시하였다. 실증분석 결과를 요약하면 다음과 같다. 첫째, 대만 인플루언서 라이브방송의 서비스품질 요인(신뢰성, 유형성, 응답성, 확신성, 공감성)은 생방송 만족도에 유의한 영향을 미치는 것으로 나타났다. 둘째, 대만 인플루언서 라이브방송의 제품특성이 제품 만족도에 유의한 영향을 미치는 것으로 나타났다. 셋째, 대만 인플루언서 라이브 방송에서 생방송 만족도와 제품 만족도는 신규 브랜드 수용의도에 유의한 영향을 미치는 것으로 나타났다. 본 연구를 통해 대만 인플루언서 라이브 방송의 서비스품질 요인 및 제품특성을 파악함으로써 생방송 및 제품 만족도를 향상시키고 신규 브랜드 수용의도를 증가시키기 위한 효율적인 마케팅 전략 방안을 수립하는데 유용한 자료를 제공할 수 있을 것이다.

• Safety and Health at Work
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• 제8권2호
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• pp.183-188
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• 2017

Background: Recommendations have been proposed for minimum aerobic fitness among firefighters but it is unclear if those criteria relate to performance on the fireground. Less fit individuals fatigue more quickly than fit individuals when working at comparable intensity and may have gait changes, increasing risk of falls. We evaluated the effect of fatigue during a live burn evolution on gait parameters and functional balance comparing them to aerobic fitness levels. Methods: A total of 24 firefighters had gait and balance tested before and after a live burn evolution. Data were stratified by aerobic fitness of greater/less than 14 metabolic equivalents (METs). Results: Analysis of gait cycles measurements before and after the live burn evolution revealed that single leg stance, cycle, and swing time decreased (p < 0.05) but there were no differences in the other measures. There were no differences in time to complete the functional balance test, or errors committed before or after a live burn evolution. When firefighters were sorted by fitness level of 14 METs, there were no differences for errors or time before or after the live burn evolution. Balance data were analyzed using a linear regression. Individuals with lower fitness levels required more time to complete the test. Conclusion: A 14-MET criterion failed to distinguish gait or balance characteristics in this group. However, less fit firefighters did require more time to complete the balance test (p = 0.003). Aerobic fitness alone does not predict gait changes among firefighters following a live burn evolution but does appear to influence functional balance.

• 아태비즈니스연구
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• 제12권3호
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• pp.137-154
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• 2021

Purpose - The purpose of this study is to examine the mediating effect of shopping value in the relationship between information characteristics, Wanghong characteristics, and purchase intention in live commerce. Design/methodology/approach - The study conducted survey with self-reported questionnaire. The study sampled 212 Chinese consumers who have experienced live commerce led by Wanghong. Data were analyzed using SPSS 25.0 and AMOS 26.0. The multiple regression analyses with bootstrapping were conducted to test hypotheses. Findings - The results showed that utilitarian and hedonic values mediate the relationship between information characteristics such as interactivity, usefulness, and entertainment and consumers' purchase intention in live commerce. In addition, utilitarian and hedonic values mediate the relationship between Wanghong characteristics such as credibility, attractiveness, and familiarity and consumers' purchase intentions in live commerce. Research implications or Originality - This study broadens our knowledge in live commerce research by providing empirical evidence on the mediating effects of shopping value that further explain the relationship between information characteristics, Wanghong characteristics and consumers' purchase intention.