Factors Influencing Viewing Behavior in Live Streaming: An Interview-Based Survey of Music Fans

Ham, Minjeong; Lee, Sang Woo

doi:10.3390/mti4030050

Cited by 12 publications

(6 citation statements)

References 18 publications

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“…Interaction is a process of information exchange and mutual communication between two parties (Ham and Lee, 2020). In a live-streaming shopping environment, interaction is a direct form of communication between the live-streamer and the consumers.…”

Section: Effect Of Interactivity On Trust and Purchase Intentionmentioning

confidence: 99%

“…After all, the purpose of managerial implications is to provide certainty into the future and make it relevant for practitioners. Therefore, without an additional assessment, implications made in different papers related to live-streaming shopping (Lee and Chen, 2021; Clement Addo et al , 2021; Sun et al , 2020; Luo et al , 2020; Wongkitrungrueng and Assarut, 2020; Hu and Chaudhry, 2020; Ham and Lee, 2020; Xu and Ye, 2020) are questionable, as we are unsure if the model estimates will produce similar results in terms of the outcome variables across time, samples and context. In sum, we argue that assessing a statistical model’s predictive power is equally important to identify the likelihood of future outcomes based on historical data.…”

Section: Introductionmentioning

confidence: 99%

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I give discounts, I share information, I interact with viewers: a predictive analysis on factors enhancing college students' purchase intention in a live-streaming shopping environment

Zhong

Zhang

Luo

et al. 2022

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Purpose Grounding the research in the stimulus-organism-resource (S-O-R) framework, this study aims to address the research gap of explaining and predicting the relationship between price discounts, interactivity and professionalism on college students’ purchasing intention in live-streaming shopping. It also attempts to understand if trust plays the role of mediator in the effect of these relationships. Design/methodology/approach This study collected data using a questionnaire protocol adapted and refined from the original scales in existing studies. The partial least squares structural equation modeling was used to analyze data collected from 258 college students in China. Other than assessing the path model’s explanatory power, this study examined the model’s predictive power toward predicting new cases using PLS predict. Findings Results indicated that all three predictors have a positive significant relationship with trust, while only price discounts demonstrate a significant relationship with purchase intention. Simultaneously, the mediation results provide support to the S-O-R framework demonstrating that external factors (professionalism, interactivity and price discounts) can arouse organism (trust), which in return, generate a behavioral outcome (purchase intention). Originality/value This study is the first few studies that focus on college students’ behavioral responses in an online shopping environment. At the same time, this is the first study supplement the explanatory perspective with a predictive focus, which is of particular importance in making sound recommendations on managerial decision-making.

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Section: Effect Of Interactivity On Trust and Purchase Intentionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

I give discounts, I share information, I interact with viewers: a predictive analysis on factors enhancing college students' purchase intention in a live-streaming shopping environment

Zhong

Zhang

Luo

et al. 2022

View full text Add to dashboard Cite

show abstract

“…As a kind of narrative means, story-oriented video advertisements need to define the theme in the process of recommending products. Audiences tend to see videos with clear themes, which tend to be perceived as high quality ( Ham and Lee, 2020 ). The theme of the video can be divided into positive theme and negative theme according to the audience's feelings.…”

Section: Literature Reviewmentioning

confidence: 99%

What do users care about? Research on user behavior of mobile interactive video advertising

Gu¹,

Lin²,

Sun³

et al. 2022

Heliyon

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“…Social presence is also an important motivation for users to watch live streaming ( Ham and Lee, 2020 ). The visual scene and communication function in live streaming affect the user’s social presence, and the hedonic sense triggered by social presence makes the user finally accept live streaming ( Liu et al, 2020 ).…”

Section: Literature Review and Theoretical Backgroundmentioning

confidence: 99%

Influencing factors of users’ shift to buying expensive virtual gifts in live streaming: Empirical evidence from China

2022

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The market size of live streaming on the Internet, in which the streamer earns profit by prompting users to give virtual gifts through emotional labor, is getting bigger and bigger. However, most users will only buy cheap virtual gifts in live streaming, therefore exploring how to promote users to buy expensive virtual gifts is a valuable topic in live commerce research. Based on social presence theory and information overload theory, this study used the PLS-SEM method to investigate the factors influencing live streaming users to shift from buying cheap virtual gifts to buying expensive virtual gifts, and analyzed the moderating role of information overload in these relationships. The results show that immediate interaction anxiety, verbal intimacy, and virtual physical intimacy positively influence users’ shift to purchasing expensive virtual gifts, and that perceived network size and perceived financial risk are negative factors in users’ shift to purchasing expensive virtual gifts. Information overload has a moderating role in the relationship between immediate interaction anxiety and switch intention, and it also plays a moderating role in the relationship between perceived network size and perceived financial risk on users’ switch intention.

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Factors Influencing Viewing Behavior in Live Streaming: An Interview-Based Survey of Music Fans

Cited by 12 publications

References 18 publications

I give discounts, I share information, I interact with viewers: a predictive analysis on factors enhancing college students' purchase intention in a live-streaming shopping environment

I give discounts, I share information, I interact with viewers: a predictive analysis on factors enhancing college students' purchase intention in a live-streaming shopping environment

What do users care about? Research on user behavior of mobile interactive video advertising

Influencing factors of users’ shift to buying expensive virtual gifts in live streaming: Empirical evidence from China

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