Co-viewing Experience in Video Websites: The Effect of Social Presence on E-Loyalty

Fang, Jiaming; Chen, Lei; Wen, Chao; Prybutok, Victor R.

doi:10.1080/10864415.2018.1462929

Cited by 90 publications

(96 citation statements)

References 63 publications

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“…The virtual environment is engaging, and online video games graphical representation has immensely increased. So the gaming world is becoming a commonplace, and immersive experience can make consumers feel connected with other players [30,84]. We propose the following hypotheses for immersive experience:…”

Section: The Mediating Role Of Immersive Experiencementioning

confidence: 99%

“…From the results, it inferred that users' perceived immersion as not an essential factor when it came to healthy food, whereas for exercise intention, it was ok. Consumers do get involved in gameplay depending on different environmental factors such as graphic and sound quality [30]. Perhaps, it requires further study to explore its true potential towards the consumer behavioural intention as the key is the quality of the gameplay that can make a player interact more with its avatar [123][124][125].…”

Section: Findings and Theoretical Implicationsmentioning

confidence: 99%

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Gaming Avatar Can Influence Sustainable Healthy Lifestyle: Be Like an Avatar

et al. 2020

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Online gaming is consistently changing with the use of new technologies and seen as making an impact on consumers’ sustainable lifestyles. The gaming avatars have influenced low avatar identification players to engage in physical and learning activities through massively multiplayer online (MMO) game genre. The fundamental purpose of the study is to classify the association of an avatar with consumer’s behavioural intention for exercise and to consume healthy food. This study incorporates three theories: social cognitive theory (SCT), social determination theory (SDT) and player-avatar identification (PAI) theory to determine its four dimensions’ impact on exercise and healthy food intention to attain a sustainable healthy lifestyle. SCT is related to human cognitive behaviour in the light of immersive experience, self-presence, and enjoyment. SDT related to the physical aspects of consumers that are exercise intention and consumption of healthy food. The results have shown that immersive experience, self-presence and enjoyment do impact the consumer’s behavioural intention towards an individual’s sustainability.

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Section: The Mediating Role Of Immersive Experiencementioning

confidence: 99%

Section: Findings and Theoretical Implicationsmentioning

confidence: 99%

Gaming Avatar Can Influence Sustainable Healthy Lifestyle: Be Like an Avatar

et al. 2020

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“…The reason that S-O-R framework is suitable for this research is twofold. First, some scholars have applied the S-O-R framework in Danmu video websites context (Fan et al, 2017;Fang et al, 2018;Zhang & Sun, 2018). For example, Fan (2017) adopted the S-O-R framework to examine the effects of Danmu characteristics in online video website on users' co-experience and subsequent content consumption activities.…”

Section: Literature Review and Theoretical Background 21 S-o-r Framementioning

confidence: 99%

“…No agreed upon definition of Danmu exists among scholars. Most scholars, however, agree that Danmu is characterized by user-generated comments displayed as streams of subtitles moving from right to left on the video screen and synchronized with the specific playback time of the video (Fan et al, 2017;Fang et al, 2018;He et al, 2017;Johnson, 2013;Liu et al, 2016). Danmu can be seen as augmented comment feature for two reasons (Fan et al, 2017;Liu et al, 2017).…”

Section: Technical Characteristics Of Danmu As Stimuli (S)mentioning

confidence: 99%

“…Most studies on live streaming focus on motivation behind watching behavior (Chen & Lin, 2018;Hilvert-Bruce et al, 2018;Hu et al, 2017;Sjöblom & Hamari, 2017) and broadcasting motivation of the streamer (Zhao et al, 2018). And research on Danmu examines the watching behavior of Danmu (Zhang & Sun, 2018) and outcome of Danmu function (Fang et al, 2018). We contribute to Danmu and live streaming literature by examining the antecedent of active Danmu participation from the effectance theory perspective.…”

Section: Theoretical Implicationsmentioning

confidence: 99%

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What Motives Users to Participate in Danmu on Live Streaming Platforms? The Impact of Technical Environment and Effectance

Wang

Pan

et al. 2019

Data and Information Management

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Danmu function as an augmented comment feature has been adopted by almost all live streaming platforms to foster interaction between viewers and the streamer in China. However, few studies have been conducted to understand the determinants of users’ Danmu sending behavior on live streaming platforms. This study examines this phenomenon from the lens of effectance theory and the S-O-R framework. We propose that two effectances – Danmu effectance and live streaming effectance – play an essential role in active Danmu participation. In addition, we explore the effects of time-enhanced (synchronicity) and space-enhanced technical characteristic (visibility) of Danmu on live streaming platforms on two effectances. Data analysis of 877 participations from Douyu platform in mainland China indicates that active Danmu participation is positively associated with Danmu effectance and live streaming effectance which are influenced by both time-enhanced technical feature (synchronicity) and space-enhanced technical feature (visibility). In addition, the study finds that demographic characteristics, namely education and income, also affect active Danmu participation.

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How websites compete in the Middle East: The example of Iran

Naami

Anesbury

Stocchi

et al. 2021

J of Consumer Behaviour

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Based on the analysis of two sets of data (a cross‐sectional online survey of five product categories with an average sample size of 525 and a longitudinal telecommunications panel of more than two million respondents), this study detects a positive relationship between the market size (purchase penetration) of Iranian e‐brands (or websites) and the percentage of customers shared with other e‐brands. This finding is consistent with the well‐established Duplication of Purchase Law; it also holds over time and across different markets (e.g., repertoire vs. subscription). Hence, this study makes a twofold contribution to marketing knowledge. First, it expands the collection of empirical evidence concerning the Duplication of Purchase, which thus far is primarily within offline contexts and Western countries. Second, it addresses issues inherent to research on e‐loyalty, such as the over emphasis on evaluating loyalty for one e‐brand at a time via complex attitudinal measures. Accordingly, this study advances consumer buying behaviour research by clarifying that, similar to offline domains and other geographical areas, e‐loyalty in this buoyant Middle Eastern market divides across a small number of e‐brands. It is also best appraised through behavioural loyalty and by comparing multiple e‐brands competing within the same market. These outcomes translate into a series of practical guidelines for the strategic management of e‐brands, improving the practical understanding how e‐brands compete and grow.

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Co-viewing Experience in Video Websites: The Effect of Social Presence on E-Loyalty

Cited by 90 publications

References 63 publications

Gaming Avatar Can Influence Sustainable Healthy Lifestyle: Be Like an Avatar

Gaming Avatar Can Influence Sustainable Healthy Lifestyle: Be Like an Avatar

What Motives Users to Participate in Danmu on Live Streaming Platforms? The Impact of Technical Environment and Effectance

How websites compete in the Middle East: The example of Iran

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