Do long-life customers pay more in pay-what-you-want pricing? Evidence from live streaming

Ma, Xuejing; Wang, Zetao; Liu, Hongju

doi:10.1016/j.jbusres.2022.01.031

Cited by 20 publications

(8 citation statements)

References 46 publications

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“…The rest (18%) in this review sample stemmed from popular live streaming categories, for example, social (e.g., daily life sharing, chatting, etc. ), entertainment, travel, and talent show (Deng et al, 2021; Deng et al, 2022; Hu et al, 2017; Ma et al, 2022). To draw a comprehensive picture in live streaming, more scholarship must focus on these inconspicuous but equally important categories and platforms.…”

Section: Tccm Framework Analysismentioning

confidence: 99%

The commercial impact of live streaming: A systematic literature review and future research agenda

Kapitan

Phillips

2023

Int J Consumer Studies

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Live streaming allows streamers and viewers to watch, create, and share videos in real time on topics from gaming, shopping, and social channels to tourism and entertainment. It is distinct from earlier forms of social media in that it allows for real‐time interaction and is extremely synchronous. That makes live streaming an important new area of enquiry. Yet live streaming platforms, streamers, and scholars lack an informed structure from which to build more holistic understanding and strategy. Following the theory–context–characteristics–methodology framework, we undertake a framework‐based systematic literature review of 89 articles to source, review, and synthesize disparate findings in the arena of live streaming and live streaming commerce users' motivation and interactions. A dual stimulus–organism–response integrative framework is developed to further explore the characteristics of interaction and motivation factors. A future research agenda highlights areas of research focus that are critical next steps for scholars.

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Section: Tccm Framework Analysismentioning

confidence: 99%

The commercial impact of live streaming: A systematic literature review and future research agenda

Kapitan

Phillips

2023

Int J Consumer Studies

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“…Audience process 3: Give virtual gifts Audience Engagement (Yu et al, 2018) Danmaku (Zhou et al, 2019) Attachment (Li & Peng, 2021) Satisfaction (Liu et al, 2022) Self‐enhancement (Wu et al, 2022) Audience characteristics (Ma et al, 2022) Social perceptions (Guan et al, 2022) …”

Section: Literature Reviewmentioning

confidence: 99%

“…Secondly, the content experiencing/broadcasting stage is characterized by hosts broadcasting and interacting with their audiences, driven by both intrinsic and extrinsic motivations (Lin, Wang, et al, 2021a, Lin, Yao, & Chen, 2021b). During this stage, the audience engages in various processes, including continuous watching (Hou et al, 2019; Singh et al, 2021), sending comments or danmaku (Lin & Lu, 2021; Wang, Guo, & Sun, 2019b; Wang, Pan, et al, 2019a), giving virtual gifts (Guan et al, 2022; Li & Peng, 2021; Liu et al, 2022; Ma et al, 2022; Wu et al, 2022; Yu et al, 2018; Zhou et al, 2019) and purchasing products (Lo et al, 2022; Park & Lin, 2020; Sun et al, 2019; Wongkitrungrueng et al, 2020).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Firstly, during the preparation stage, the primary goal for hosts is to establish good para-social relationships with the audience, fostering loyalty, wishful identification and emotional engagement (Lim et al, 2020) and emphasizing information and interaction quality (Zhang et al, 2021). Secondly, the content experiencing/broadcasting stage is characterized by hosts broadcasting and interacting with their audiences, driven by both intrinsic and extrinsic motivations (Lin, Wang, et al, 2021a, Lin, Yao, & Chen, 2021b Wang, Pan, et al, 2019a), giving virtual gifts (Guan et al, 2022;Li & Peng, 2021;Liu et al, 2022;Ma et al, 2022;Wu et al, 2022;Yu et al, 2018;Zhou et al, 2019) and purchasing products (Lo et al, 2022;Park & Lin, 2020;Sun et al, 2019;.…”

Section: Muti-level Network Architecture In Livestreamingmentioning

confidence: 99%

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Exploring bimodal multi‐level networks: Network structure and dynamics driving herding effects and growth in livestreaming

Lin,

Liao,

et al. 2023

Information Systems Journal

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The majority of social network research in the IS field relies on assumptions that social networks are single‐level unified entities, disregarding the potential bimodal network structure with the coexistence of centralized and decentralized networks and overlooking the essential role of adjacent nodes as decision‐makers. By challenging these assumptions, we propose that both centralized and decentralized networks can coexist within multi‐level bimodal platforms via various role‐based subgroups with different types of decision‐makers. Livestreaming platforms, exemplifying the coexistence of multi‐level networks within a single digital ecosystem, have become increasingly popular in various industries. Drawing on social impact theory (SIT), we examine the role of information from host‐audience centralized and host–host decentralized networks in shaping subscription increment and herding effects. Using a panel dataset in livestreaming, we find that bidirectional ties in host–host networks strengthen fan acquisition and herding effect in the host‐audience decentralized network, with hosts of lower social status gaining more fans than those with higher status in bidirectional ties. Our study contributes to the understanding of social network structure, herding effect, SIT and livestreaming by problematizing assumptions and offering a contextual explanation of livestreaming. Moreover, our work provides practitioners with valuable insights into leveraging network effects for hosts' success in livestreaming.

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“…Figure 6 shows the themes of these 136 articles. It can be observed that, in terms of methodology in PWYW, mainly the field experiment model is using (Kahsay and Samahita 2015;Ma et al 2022;Park et al 2017;Proeger and Blankenberg 2017).…”

Section: Co-word Analysismentioning

confidence: 99%

Bibliometric research of the Pay-What-You-Want Topic

Vizuete-Luciano

Guzel

Merigó

2022

J Revenue Pricing Manag

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Pay-What-You-Want (PWYW), is a pricing strategy increasingly applied in many different industries, both profitable and not. This study aims to identify influential cited works in PWYW research, determine the current status, and indicate the extent to which influential works have shaped the field addressing this concern, a set of bibliometric analyses conducted in this paper. The analysis was carried out on 136 research papers published between 2009 and 2022 have been analyzed based on Web of Science Core Collection (WoS) results. In order to identify the most cited authors and works, the co-citation analysis was applied. To scrutinize the intellectual structure of the field, bibliometric coupling was applied, to show the network structure of the themes, co-word analysis was applied. Building upon the results, this study suggests future research paths.

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Do long-life customers pay more in pay-what-you-want pricing? Evidence from live streaming

Cited by 20 publications

References 46 publications

The commercial impact of live streaming: A systematic literature review and future research agenda

The commercial impact of live streaming: A systematic literature review and future research agenda

Exploring bimodal multi‐level networks: Network structure and dynamics driving herding effects and growth in livestreaming

Bibliometric research of the Pay-What-You-Want Topic

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