In the contemporary digital landscape,the proliferation of information has led to an increasing diversity of channels through which consumers obtain information,resulting in a gradual transformation of shopping habits...In the contemporary digital landscape,the proliferation of information has led to an increasing diversity of channels through which consumers obtain information,resulting in a gradual transformation of shopping habits.Consumers now frequently rely on external sources to make well-informed purchasing decisions,leading to the emergence of live shopping as a prominent avenue for gathering product information and completing transactions.E-commerce live streaming has experienced rapid growth,leveraging its ability to generate traffic and capture consumer attention.The integration of content and live streaming not only meets users’psychological needs but also facilitates seamless communication between buyers and sellers.From the perspective of content marketing typologies,this paper examines content marketing across three key dimensions:informational content,entertainment content,and emotional content.It further explores the impact of content marketing on consumers’purchase intentions within the context of e-commerce live streaming.展开更多
In e-commerce live streaming,sellers choose the most suitable streamers to endorse their products.The streamer introduces the main functions of the goods,organizes marketing activities,improves the consumers’shopping...In e-commerce live streaming,sellers choose the most suitable streamers to endorse their products.The streamer introduces the main functions of the goods,organizes marketing activities,improves the consumers’shopping experience,and finally facilitates transactions and obtains gifts.However,the formation mechanism of guanxi between streamers and consumers remain unclear.Based on affordance theory,this study uses structural equations to empirically study the decision-making mechanism of consumer gift-giving and purchase behavior in ecommerce live streaming.The study finds that affective affordance and cognitive affordance have positive impacts on swift guanxi;swift guanxi is an antecedent of consumers’purchase intention and gift-giving intention.展开更多
Analyze the compatibility between cosmetics and live streaming e-commerce from its own nature,marketing means and supply chain characteristics.According to the prominent problems,sort out the relationship between all ...Analyze the compatibility between cosmetics and live streaming e-commerce from its own nature,marketing means and supply chain characteristics.According to the prominent problems,sort out the relationship between all parties in the cosmetics live e-commerce industry chain.Combined with the latest regulatory policies of live streaming e-commerce and cosmetics,the responsibilities of different subjects in cosmetics live streaming e-commerce are summarized,and relevant suggestions and countermeasures are put forward for the standardization and development of live streaming e-commerce.Cosmetics brand owners are the first responsible persons for product quality.Anchors,as a mixed identity between intermediary,advertising spokesperson and operator,should bear stricter joint and several liability when recommending products related to consumers’health.If anchors fail to clearly identify themselves in the recommendation process,thus causing consumers to mistake them for the operator of the cosmetics,they should assume the obligations of the operator.展开更多
Live streaming is a booming industry in China,involving an increasing number of Internet users.Previous studies show that trust is a cornerstone to develop ecommerce.Trust in the streaming industry is different from t...Live streaming is a booming industry in China,involving an increasing number of Internet users.Previous studies show that trust is a cornerstone to develop ecommerce.Trust in the streaming industry is different from that of other e-commerce areas.There are two major dimensions of trust in the live streaming context:platform trust and cewebrity trust,which are both important for customers to adopt and reuse a specific live streaming service.We collected questionnaire data from 520 participates who have used live streaming services in China.We model the collected data and identified factors that can influence users’propensity by an extended technology acceptance model(TAM)method.According to our analysis,both cewebrity trust and platform trust will greatly influence users’intention to reuse a certain platform.Moreover,results also indicate that cewebrity trust is far more important than platform trust.These findings can lead to several management strategies to improve the adherence of users to streaming platforms.展开更多
With the acceleration of global market integration,cross-border e-commerce live streaming has emerged as a new form of international trade,yet scholarly research on its cross-cultural communication remains limited.Thi...With the acceleration of global market integration,cross-border e-commerce live streaming has emerged as a new form of international trade,yet scholarly research on its cross-cultural communication remains limited.This study examines live streaming practices on Amazon and Alibaba International Station to analyze the cross-cultural characteristics of live streaming texts.Effective communication in this context requires anchors to possess solid cultural knowledge,adaptable communicative skills,and an open,inclusive mindset.Drawing on these findings,the paper proposes targeted optimization strategies:strengthening cultural awareness training,localizing live streaming content,and refining both linguistic and non-verbal communication strategies.These measures aim to enable practitioners to better meet the demands of diverse cultural markets,enhance communication effectiveness,and ultimately strengthen competitiveness in the global marketplace.展开更多
The digital world has changed the way we share and consume information through the adoption of social media,shortform video and live streaming.These tools changed how virality works,how audiences act and how content g...The digital world has changed the way we share and consume information through the adoption of social media,shortform video and live streaming.These tools changed how virality works,how audiences act and how content gets created.This article takes a closer look at the dynamics of virality,and how algorithms and crowdsourcing facilitate quick sharing of information while driving the development of misinformation and echo chambers.Likewise,it explores how users interact with content rather than consume it,and explores engagement metrics,gamification and interactivity.The paper also explores how content is personalized,storyboarded,and made in the creator economy,and how creators must strike a fine line between authenticity and algorithmic needs.In looking at them,this paper gives a general outline of the dramatic changes digital technologies will bring to communication and culture,and what ethical questions they raise.Future research should explore trends such as decentralized platforms and AI in content strategies.展开更多
文摘In the contemporary digital landscape,the proliferation of information has led to an increasing diversity of channels through which consumers obtain information,resulting in a gradual transformation of shopping habits.Consumers now frequently rely on external sources to make well-informed purchasing decisions,leading to the emergence of live shopping as a prominent avenue for gathering product information and completing transactions.E-commerce live streaming has experienced rapid growth,leveraging its ability to generate traffic and capture consumer attention.The integration of content and live streaming not only meets users’psychological needs but also facilitates seamless communication between buyers and sellers.From the perspective of content marketing typologies,this paper examines content marketing across three key dimensions:informational content,entertainment content,and emotional content.It further explores the impact of content marketing on consumers’purchase intentions within the context of e-commerce live streaming.
基金supported by the grant from the National Social Science Fund of China(Grant No.:19BGL262).
文摘In e-commerce live streaming,sellers choose the most suitable streamers to endorse their products.The streamer introduces the main functions of the goods,organizes marketing activities,improves the consumers’shopping experience,and finally facilitates transactions and obtains gifts.However,the formation mechanism of guanxi between streamers and consumers remain unclear.Based on affordance theory,this study uses structural equations to empirically study the decision-making mechanism of consumer gift-giving and purchase behavior in ecommerce live streaming.The study finds that affective affordance and cognitive affordance have positive impacts on swift guanxi;swift guanxi is an antecedent of consumers’purchase intention and gift-giving intention.
文摘Analyze the compatibility between cosmetics and live streaming e-commerce from its own nature,marketing means and supply chain characteristics.According to the prominent problems,sort out the relationship between all parties in the cosmetics live e-commerce industry chain.Combined with the latest regulatory policies of live streaming e-commerce and cosmetics,the responsibilities of different subjects in cosmetics live streaming e-commerce are summarized,and relevant suggestions and countermeasures are put forward for the standardization and development of live streaming e-commerce.Cosmetics brand owners are the first responsible persons for product quality.Anchors,as a mixed identity between intermediary,advertising spokesperson and operator,should bear stricter joint and several liability when recommending products related to consumers’health.If anchors fail to clearly identify themselves in the recommendation process,thus causing consumers to mistake them for the operator of the cosmetics,they should assume the obligations of the operator.
基金This study was supported by National Social Science Foundation(Project No:12CGL046).
文摘Live streaming is a booming industry in China,involving an increasing number of Internet users.Previous studies show that trust is a cornerstone to develop ecommerce.Trust in the streaming industry is different from that of other e-commerce areas.There are two major dimensions of trust in the live streaming context:platform trust and cewebrity trust,which are both important for customers to adopt and reuse a specific live streaming service.We collected questionnaire data from 520 participates who have used live streaming services in China.We model the collected data and identified factors that can influence users’propensity by an extended technology acceptance model(TAM)method.According to our analysis,both cewebrity trust and platform trust will greatly influence users’intention to reuse a certain platform.Moreover,results also indicate that cewebrity trust is far more important than platform trust.These findings can lead to several management strategies to improve the adherence of users to streaming platforms.
文摘With the acceleration of global market integration,cross-border e-commerce live streaming has emerged as a new form of international trade,yet scholarly research on its cross-cultural communication remains limited.This study examines live streaming practices on Amazon and Alibaba International Station to analyze the cross-cultural characteristics of live streaming texts.Effective communication in this context requires anchors to possess solid cultural knowledge,adaptable communicative skills,and an open,inclusive mindset.Drawing on these findings,the paper proposes targeted optimization strategies:strengthening cultural awareness training,localizing live streaming content,and refining both linguistic and non-verbal communication strategies.These measures aim to enable practitioners to better meet the demands of diverse cultural markets,enhance communication effectiveness,and ultimately strengthen competitiveness in the global marketplace.
文摘The digital world has changed the way we share and consume information through the adoption of social media,shortform video and live streaming.These tools changed how virality works,how audiences act and how content gets created.This article takes a closer look at the dynamics of virality,and how algorithms and crowdsourcing facilitate quick sharing of information while driving the development of misinformation and echo chambers.Likewise,it explores how users interact with content rather than consume it,and explores engagement metrics,gamification and interactivity.The paper also explores how content is personalized,storyboarded,and made in the creator economy,and how creators must strike a fine line between authenticity and algorithmic needs.In looking at them,this paper gives a general outline of the dramatic changes digital technologies will bring to communication and culture,and what ethical questions they raise.Future research should explore trends such as decentralized platforms and AI in content strategies.
