Broadcasting upon a shooting star: investigating the success of Afreeca TV's livestream personal broadcast model

Oh, Soo Kwang; Choi, Hyun Ju

doi:10.1504/ijwbc.2017.084414

Cited by 17 publications

(4 citation statements)

References 65 publications

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“…Visual stimuli expressing emotions such as emojis, hearts, and gifts can trigger positive emotional responses, including perceptions of warmth and trust. This is due to the fact that hearts and gifts often represent the users' praise and support for the host [66], or their appreciation and recognition of shared content [67], with the perception of trust gradually increasing with recognition and support for others. At the same time, emotional visual elements were once again shown to influence users' perceptions of social presence [68].…”

Section: Discussionmentioning

confidence: 99%

How Live Streaming Interactions and Their Visual Stimuli Affect Users’ Sustained Engagement Behaviour—A Comparative Experiment Using Live and Virtual Live Streaming

Liu

Cao

et al. 2022

Sustainability

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With the massive expansion in live streaming, enhancing the sustained engagement of users has become a key issue in ensuring its success. This study examines the relationship between real-time interaction, user perceptions, user intention to keep using live streaming, and whether this relationship differs between a live and a virtual live streaming environment. Using partial least squares (PLS) structural equation modelling (SEM), this paper analyses 240 valid questionnaire responses and finds that there is a link between real-time interactions, visual stimuli, and users’ sustained engagement. This shows that users’ active interactions while watching live streaming videos significantly affect their perceptions of social presence and trust, which in turn, affect their sustained engagement behaviour. These effects were found to vary with differences in the live streaming environment. The findings of this paper will play a positive role in understanding the differences between various live streaming environments, in optimizing the design of live streaming content and in improving the perceptions of emotional warmth by live streaming users.

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Section: Discussionmentioning

confidence: 99%

How Live Streaming Interactions and Their Visual Stimuli Affect Users’ Sustained Engagement Behaviour—A Comparative Experiment Using Live and Virtual Live Streaming

Liu

Cao

et al. 2022

Sustainability

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“…Compared with traditional channels, live webcasts increase consumption. The interaction between the payer and the anchor will affect consumers' product characteristics [17].…”

Section: Related Literature Rviewmentioning

confidence: 99%

Research on the Impact of E-commerce Live Broadcast on Consumer Purchase Behavior under Perceived Value

Hou,

Chen

2023

E3S Web Conf.

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With the advent of the Internet era, the new mode of live delivery of e-commerce has gradually entered the view of the audience. Live shopping through its strong interactivity, accurate transmission, content diversification, Quickly become the hottest online shopping mode. In this paper, through the relevant research on the impact of the live broadcast on on purchase behavior, a theoretical model reflecting live broadcast characteristics, perceived value and consumer purchase behavior is constructed and empirical research is carried out. The results show that the popularity, interactivity and personalized service of anchors in webcasts positively affects consumer purchase behavior; perceived value plays an intermediary role between live broadcast characteristics and purchase behavior.

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“…Under the context of live streaming platforms, self-esteem is a kind of self-perception concerning whether members are competent or are outcompeting other users of the platform [4]. Gift giving empowers focal users that give virtual gifts to broadcasters, resulting in a sense of superiority over other users [44]. When users use a service that provides good identification and reward, they are more likely to develop a better sense of self-esteem from the live streaming platform [5].…”

Section: The Mediating Effect Of Self-esteemmentioning

confidence: 99%

Using Virtual Gifts on Live Streaming Platforms as a Sustainable Strategy to Stimulate Consumers’ Green Purchase Intention

Zhou

2020

Sustainability

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As the use of live-stream marketing by corporations to sell products is increasing, the sustainability of this marketing model has been a controversial topic in recent years. In this study, we propose that live-stream marketing can be used as a sustainable strategy to improve the relationship between customers and the companies endorsed by broadcasters. Based on signal theory and the framework of “affordance--psychological outcome--consumer behavior”, this study answers the question from the perspective of virtual gift visibility, and finds that social presence and self-esteem serve as mediators, and self-monitoring personality as a moderator, of the relationship between online visibility of virtual gifts and green purchasing. Our research model was tested using structural equation model analysis. Data were collected from 552 users of Chinese live streaming platforms in China, and it was found that online gift visibility of live-stream marketing can be used as a sustainable strategy to stimulate customers’ purchase intention. Social presence is a full mediator of the relationship between the online visibility of virtual gifts and green purchases. Furthermore, self-monitoring personality moderates the relationships among the online visibility of virtual gifts, social presence, and green purchase intention. Our research not only extends the understanding of online gifts as a link between consumers and broadcasters, but also clarifies the process of how online gifts lead to green purchase intention.

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Broadcasting upon a shooting star: investigating the success of Afreeca TV's livestream personal broadcast model

Cited by 17 publications

References 65 publications

How Live Streaming Interactions and Their Visual Stimuli Affect Users’ Sustained Engagement Behaviour—A Comparative Experiment Using Live and Virtual Live Streaming

How Live Streaming Interactions and Their Visual Stimuli Affect Users’ Sustained Engagement Behaviour—A Comparative Experiment Using Live and Virtual Live Streaming

Research on the Impact of E-commerce Live Broadcast on Consumer Purchase Behavior under Perceived Value

Using Virtual Gifts on Live Streaming Platforms as a Sustainable Strategy to Stimulate Consumers’ Green Purchase Intention

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