The integration of the digital economy with the traditional sales industry has prompted the robust growth of e-commerce.Live-streaming e-commerce,as a novel business model,has gained immense popularity.However,is⁃sues...The integration of the digital economy with the traditional sales industry has prompted the robust growth of e-commerce.Live-streaming e-commerce,as a novel business model,has gained immense popularity.However,is⁃sues of regulatory loopholes and inefficacy continue to surface.In live-streaming e-commerce,the head anchor,as host of the live-streaming rooms,wields significant influence in determining the goods to be showcased and marketed.Such influence expands risks such as infringement of intellectual property rights.Yet the uncertainty in law concerning the identity of head anchors results in a lack of accountability.Current norms are inadequate in constraining the group of head anchors.Drawing on the principles of risk control,the alignment between benefit and risk,and the theory of so⁃cial cost control,this paper argues that it is both justifiable and feasible to impose a duty to exercise reasonable care on head anchors.To effectively enshrine this duty in law,it is of great importance to redefine the mechanism of identifying the duty of care of head anchors in live-streaming e-commerce.In particular,the contents of the duty of care under⁃taken by head anchors and the consequences of breaching such a duty of care should be clarified.展开更多
Background:Live streaming has become a globally prevalent form of digital entertainment,particularly among young audiences,fostering new modes of online engagement through real-time interaction.However,excessive use m...Background:Live streaming has become a globally prevalent form of digital entertainment,particularly among young audiences,fostering new modes of online engagement through real-time interaction.However,excessive use may lead to addictive behaviors in certain users.Current research on live-streaming addiction remains limited,with prior studies focusing primarily on socio-psychological drivers rather than the role of technological affordances.To address this gap,this study develops a conceptual model based on socio-technical systems and attachment theory to investigate how emotional and functional attachment mediate the relationship between platform features and addictive behavior.Methods:A total of 533 valid responses were collected in a cross-sectional survey(mean age=26.4 years,standard deviation[SD]=4.7;53.8%female).Data were analyzed using structural equation modeling(SEM)to test the hypothesized relationships.Additionally,the potential mediating effects of emotional and functional attachment between the platform features and live-streaming addiction were examined using the Bootstrap method.Results:Social factors(perceived interactivity,β=0.204,p<0.001;perceived confirmation,β=0.379,p<0.001)and technical factors(perceived customization,β=0.227,p<0.001;perceived amusement,β=0.252,p<0.001;vicarious expression,β=0.352,p<0.001)significantly strengthen both emotional and functional attachment,which in turn positively predict live-streaming addiction(emotional attachment:β=0.468,p<0.001;functional attachment:β=0.393,p<0.001).Furthermore,emotional attachment exerted a stronger influence on addiction than functional attachment.Conclusions:These findings deepen the understanding of live-streaming addiction by integrating socio-technical perspectives and offer practical implications for stakeholders to mitigate negative outcomes through effective strategies.展开更多
The booming live-streaming commerce has significantly changed the traditional e-commerce model,thus attracting much attention from both industry and academia.In recent years,an increasing number of scholars have appli...The booming live-streaming commerce has significantly changed the traditional e-commerce model,thus attracting much attention from both industry and academia.In recent years,an increasing number of scholars have applied analytical models to explore live-streaming strategies for firms in different scenarios.However,the previous literature mainly considers monopolists,while in the real world,competition is not rare.To fill this gap between the literature and practical observations,this paper applies a game theoretical model to study live-streaming adoption and pricing strategy for firms under competitive environments.The results show that,for competitive firms,the equilibrium strategy depends on the relation between the commission rate and the intensity of the market expansion effect.Additionally,compared to the case in which no firm adopts live-streaming,competitive firms do not always benefit from the adoption of live-streaming selling.The paper also shows that competition plays a negative role in inducing a firm to adopt live-streaming.展开更多
Exploring the mechanism for the formation of consumer purchase intentions of geographical indication agricultural products in the context of live-streaming sales can provide an important reference for brand marketing ...Exploring the mechanism for the formation of consumer purchase intentions of geographical indication agricultural products in the context of live-streaming sales can provide an important reference for brand marketing of geographical indication agricultural products.In this study,in-depth interviews were conducted with consumers of geographical indication agricultural products.Based on grounded theory,open coding,axial coding and selective coding were performed for interview text.Finally,21 concepts,7 subcategories and 3 main categories were obtained,and a model of the formation mechanism of the purchase intention of geographical indication agricultural products under the background of live-streaming sales was constructed,that is,"consumer cognition-consumer attitude-consumer behavior".Among them,consumer cognition includes two dimensions:the type of geographical indication agricultural products and the live-streaming appeal strategy,i.e.,the personal cognition of consumer and the promotion of live-streaming host's strategy.Consumer attitude is value perception of consumers,mainly including two dimensions of functional value and emotional value.Consumer behavior is the consumer's willingness to buy.It has been concluded that the types of geographical indication agricultural products interact with the live-streaming appeal strategies.Through the intermediary of consumers'value perception,consumers'purchase intention is generated.Among them,resource-oriented geographical indication agricultural products adopt rational live-streaming appeal strategies,which can enhance the consumer's perception of functional value,thereby promoting their purchase intention;and cultural and creative geographical indication agricultural products brands adopt perceptual live-streaming appeal strategies,which can enhance the emotional value perception of consumers,thereby promoting their purchase intention.展开更多
Due to the rapid development of network technology and the popularity of live-streaming,more and more businesses and individuals are using live-streaming to promote their products,giving rise to a new marketing model ...Due to the rapid development of network technology and the popularity of live-streaming,more and more businesses and individuals are using live-streaming to promote their products,giving rise to a new marketing model of social media live-streaming.Based on the social media live-streaming market,businesses or enterprises focus on tapping into new consumer demand,and social media live-streaming marketing has gradually expanded into various fields.Based on the SOR theory,this paper discusses how to improve the coping strategies of consumer purchasing behavior through social media live-streaming by analyzing the representative factors affecting consumer purchasing behavior such as anchors,brands,and live-streaming content in social media live-streaming.The results of this study will contribute to a better understanding of the relationship between social media live-streaming marketing models and consumer purchasing behavior and will help to reveal the potentials and limitations of social media live-streaming,thus providing valuable ideas and scientific basis for social media live-streaming marketing strategies.展开更多
The rapid development of network technology and live-streaming sales has facilitated the emergence of artificialintelligence digital human(AI)live-streaming technology,posing new challenges to traditional key opinion ...The rapid development of network technology and live-streaming sales has facilitated the emergence of artificialintelligence digital human(AI)live-streaming technology,posing new challenges to traditional key opinion leader(KOL)live-streaming,particularly in highly competitive market environments.In this paper,we develop a game-theoretic model to examine the strategic choice between KOL and AI live-streaming for two firmswith differing market potentials(limited-potential and high-potential),taking network externality into account.Our analysis reveals that when network externality is insignificant,the limited-potential firmcontinues to rely on KOL live-streaming.In contrast,the high-potential firmshifts its preference from KOL live-streaming to AI livestreaming as the KOL commission rate increases,thereby intensifying market competition.However,an increase in network externality substantially enhances the attractiveness of AI live-streaming for both types of firmswhile simultaneously alleviating market competition.Furthermore,the competing firms'choices of live-streaming strategies may lead to a prisoner's dilemma,in which KOL(AI)live-streaming is the dominant strategy,whereas AI(KOL)live-streaming would make both firmsbetter off.Additionally,firms'selection of optimal live-streaming strategies can maximize consumer surplus,thereby enhancing social welfare and promoting a positive image of corporate social responsibility encouraged by governmental entities.This“win-win-win-win”outcome for the two firms,consumers,and the government can potentially be achieved through KOL live-streaming.In this context,a favorable social environment can be fostered,enabling all participants to collaborate in expanding opportunities.展开更多
文摘The integration of the digital economy with the traditional sales industry has prompted the robust growth of e-commerce.Live-streaming e-commerce,as a novel business model,has gained immense popularity.However,is⁃sues of regulatory loopholes and inefficacy continue to surface.In live-streaming e-commerce,the head anchor,as host of the live-streaming rooms,wields significant influence in determining the goods to be showcased and marketed.Such influence expands risks such as infringement of intellectual property rights.Yet the uncertainty in law concerning the identity of head anchors results in a lack of accountability.Current norms are inadequate in constraining the group of head anchors.Drawing on the principles of risk control,the alignment between benefit and risk,and the theory of so⁃cial cost control,this paper argues that it is both justifiable and feasible to impose a duty to exercise reasonable care on head anchors.To effectively enshrine this duty in law,it is of great importance to redefine the mechanism of identifying the duty of care of head anchors in live-streaming e-commerce.In particular,the contents of the duty of care under⁃taken by head anchors and the consequences of breaching such a duty of care should be clarified.
基金funded by the Social Science Major Project of Tianjin Municipal Education Commission(Grant No.2025JWZD-GJ26).
文摘Background:Live streaming has become a globally prevalent form of digital entertainment,particularly among young audiences,fostering new modes of online engagement through real-time interaction.However,excessive use may lead to addictive behaviors in certain users.Current research on live-streaming addiction remains limited,with prior studies focusing primarily on socio-psychological drivers rather than the role of technological affordances.To address this gap,this study develops a conceptual model based on socio-technical systems and attachment theory to investigate how emotional and functional attachment mediate the relationship between platform features and addictive behavior.Methods:A total of 533 valid responses were collected in a cross-sectional survey(mean age=26.4 years,standard deviation[SD]=4.7;53.8%female).Data were analyzed using structural equation modeling(SEM)to test the hypothesized relationships.Additionally,the potential mediating effects of emotional and functional attachment between the platform features and live-streaming addiction were examined using the Bootstrap method.Results:Social factors(perceived interactivity,β=0.204,p<0.001;perceived confirmation,β=0.379,p<0.001)and technical factors(perceived customization,β=0.227,p<0.001;perceived amusement,β=0.252,p<0.001;vicarious expression,β=0.352,p<0.001)significantly strengthen both emotional and functional attachment,which in turn positively predict live-streaming addiction(emotional attachment:β=0.468,p<0.001;functional attachment:β=0.393,p<0.001).Furthermore,emotional attachment exerted a stronger influence on addiction than functional attachment.Conclusions:These findings deepen the understanding of live-streaming addiction by integrating socio-technical perspectives and offer practical implications for stakeholders to mitigate negative outcomes through effective strategies.
基金supported by the National Natural Science Foundation of China(72171219,72201264,71921001,71801206,71971203)the Fundamental Research Funds for the Central Universities(WK2040000027)+1 种基金the New Liberal Arts Fund of USTC(FSSF-A-230104)the Four Batch Talent Programs of China.
文摘The booming live-streaming commerce has significantly changed the traditional e-commerce model,thus attracting much attention from both industry and academia.In recent years,an increasing number of scholars have applied analytical models to explore live-streaming strategies for firms in different scenarios.However,the previous literature mainly considers monopolists,while in the real world,competition is not rare.To fill this gap between the literature and practical observations,this paper applies a game theoretical model to study live-streaming adoption and pricing strategy for firms under competitive environments.The results show that,for competitive firms,the equilibrium strategy depends on the relation between the commission rate and the intensity of the market expansion effect.Additionally,compared to the case in which no firm adopts live-streaming,competitive firms do not always benefit from the adoption of live-streaming selling.The paper also shows that competition plays a negative role in inducing a firm to adopt live-streaming.
基金Science and Technology Innovation Activity Program for Undergraduates in Zhejiang Province&Xinmiao Talent Program(2020R412051).
文摘Exploring the mechanism for the formation of consumer purchase intentions of geographical indication agricultural products in the context of live-streaming sales can provide an important reference for brand marketing of geographical indication agricultural products.In this study,in-depth interviews were conducted with consumers of geographical indication agricultural products.Based on grounded theory,open coding,axial coding and selective coding were performed for interview text.Finally,21 concepts,7 subcategories and 3 main categories were obtained,and a model of the formation mechanism of the purchase intention of geographical indication agricultural products under the background of live-streaming sales was constructed,that is,"consumer cognition-consumer attitude-consumer behavior".Among them,consumer cognition includes two dimensions:the type of geographical indication agricultural products and the live-streaming appeal strategy,i.e.,the personal cognition of consumer and the promotion of live-streaming host's strategy.Consumer attitude is value perception of consumers,mainly including two dimensions of functional value and emotional value.Consumer behavior is the consumer's willingness to buy.It has been concluded that the types of geographical indication agricultural products interact with the live-streaming appeal strategies.Through the intermediary of consumers'value perception,consumers'purchase intention is generated.Among them,resource-oriented geographical indication agricultural products adopt rational live-streaming appeal strategies,which can enhance the consumer's perception of functional value,thereby promoting their purchase intention;and cultural and creative geographical indication agricultural products brands adopt perceptual live-streaming appeal strategies,which can enhance the emotional value perception of consumers,thereby promoting their purchase intention.
文摘Due to the rapid development of network technology and the popularity of live-streaming,more and more businesses and individuals are using live-streaming to promote their products,giving rise to a new marketing model of social media live-streaming.Based on the social media live-streaming market,businesses or enterprises focus on tapping into new consumer demand,and social media live-streaming marketing has gradually expanded into various fields.Based on the SOR theory,this paper discusses how to improve the coping strategies of consumer purchasing behavior through social media live-streaming by analyzing the representative factors affecting consumer purchasing behavior such as anchors,brands,and live-streaming content in social media live-streaming.The results of this study will contribute to a better understanding of the relationship between social media live-streaming marketing models and consumer purchasing behavior and will help to reveal the potentials and limitations of social media live-streaming,thus providing valuable ideas and scientific basis for social media live-streaming marketing strategies.
基金supported by the National Natural Science Foundation of China[No.72201156]the Ministry of Education of Humanities and Social Science Project of China[No.22YJC630010]the Natural Science Foundation of Shandong Province of China[No.ZR2024QG150].
文摘The rapid development of network technology and live-streaming sales has facilitated the emergence of artificialintelligence digital human(AI)live-streaming technology,posing new challenges to traditional key opinion leader(KOL)live-streaming,particularly in highly competitive market environments.In this paper,we develop a game-theoretic model to examine the strategic choice between KOL and AI live-streaming for two firmswith differing market potentials(limited-potential and high-potential),taking network externality into account.Our analysis reveals that when network externality is insignificant,the limited-potential firmcontinues to rely on KOL live-streaming.In contrast,the high-potential firmshifts its preference from KOL live-streaming to AI livestreaming as the KOL commission rate increases,thereby intensifying market competition.However,an increase in network externality substantially enhances the attractiveness of AI live-streaming for both types of firmswhile simultaneously alleviating market competition.Furthermore,the competing firms'choices of live-streaming strategies may lead to a prisoner's dilemma,in which KOL(AI)live-streaming is the dominant strategy,whereas AI(KOL)live-streaming would make both firmsbetter off.Additionally,firms'selection of optimal live-streaming strategies can maximize consumer surplus,thereby enhancing social welfare and promoting a positive image of corporate social responsibility encouraged by governmental entities.This“win-win-win-win”outcome for the two firms,consumers,and the government can potentially be achieved through KOL live-streaming.In this context,a favorable social environment can be fostered,enabling all participants to collaborate in expanding opportunities.
