Investigating the discrepancy between motivation and live-streaming media usage through the analysis of user engagement

Chang, Po Chien

doi:10.1504/ijmc.2023.128843

Cited by 2 publications

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“…This approach regards webcast participation and user stickiness as the sum of various interactions (participation: like, comment, share and reward, etc. ; Stickiness: collection, attention), and obviously assume that they are interchangeable and mutually replaceable in obtaining the participation and stickiness of webcasting [73][74] (Jin Yiwei 2023;Po Chien Chang 2023). When creating a comprehensive measure of the participation behavior and sticky behavior of webcasting (as the average of several standardized indicators), we also took several steps to establish the internal consistency and effectiveness of our method.…”

Section: Procedures and Measuresmentioning

confidence: 99%

Influence Of Short Video Live Broadcast On Network User Behavior And Sales—From Meta-Analysis, Experimental Analysis To Empirical Analysis

2023

NMMC

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Background: There are more than 1 billion users of short video media in China, and enterprises have long recognized that the influence of short video media has strong marketing achievements, such as short video community and information sharing platform participating in sales. Many enterprises have established active short video media so that they can directly interact with their customers. Among them, the content of webcasting can also stimulate and influence users' participation (like, comment or share) and users' stickiness (collection and attention).Research purposes and methods: In order to explore the underlying logical relationship between "media-contentgoods-users-sales", firstly, it is necessary to find out the influence mechanism of short video live broadcast on network users' participation and sales. Therefore, in the first experiment, we conducted a meta-analysis on a large number of researches on webcasting media and short video media, and analyzed their differences along the content differences, background (industry, presentation, life cycle, demand and platform) and characteristics of webcasting media. Secondly, it is necessary for us to find out the differences in the influence of the level of webcasting and the behavior of network users (participation behavior and sticky behavior) on the sales level. Therefore, in Experiment 2, based on the data of 802 live events in Tik Tok, the internal relationship between the degree of webcasting and the degree of commodity sales was analyzed. Thirdly, it is necessary for us to understand the mechanism of the influence of webcasting marketing on consumer decision-making. Therefore, in Experiment 3, the psychological mechanism of webcasting affecting purchase intention was verified by structural equation model, and the adoption intention of webcasting users was determined and verified by three factors-webcasting, participation behavior and sticky behavior.Research results: This paper makes a comprehensive and in-depth analysis and verification through three experiments. The result of Experiment 1 supports some existing viewpoints, for example, webcasting media can promote the sales of new products more effectively, but it highlights some new insights. The webcasting media mainly promotes the sales of goods and hardly affects the stickiness of users. The average citation of webcasting media stickiness is 0.137, and the sales citation is 0.353. In addition, the research results also put forward a better way to adjust the content of webcasting media to meet the communication target. Experiment 2 found that it has a higher degree of webcasting (β1=.715, P < .01; β2=-.090, p<0.01) more effectively produces the degree of commodity sales, and further verifies the potential moderating effects of two kinds of user behaviors: user participation behavior and user stickiness behavior. Experiment 3 verified that webcasting (b = 0.247, t=3.317, p< 0.05) directly and significantly affected the degree of online sales, while the behavior of online users (participation of live ...

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Section: Procedures and Measuresmentioning

confidence: 99%

Influence Of Short Video Live Broadcast On Network User Behavior And Sales—From Meta-Analysis, Experimental Analysis To Empirical Analysis

2023

NMMC

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Determining multi-dimensional motivations driving e-WOM intention and purchase intention on WeChat: the significant role of active participation

Pang,

Wang

2023

AJIM

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PurposeBuilding upon uses and gratifications (UG) theory and social exchange theory, the current study establishes a theoretical model to examine the underlying relationship between customer motivations, active participation and electronic word-of-mouth (e-WOM) and purchase intentions on WeChat.Design/methodology/approachThe data were gathered in a web-based survey of 301 WeChat users in mainland China. To empirically verify the proposed hypotheses, confirmatory factor analysis (CFA) and structural equation modeling (SEM) were employed using online data.FindingsPath analysis outcomes demonstrate that functional, hedonic and social motivations positively affect WeChat users' active participation. In addition, active participation significantly influences e-WOM intention while showing no correlation with purchase intention.Research limitations/implicationsTheoretically, this article can enrich the extant system of relevant theories and offer a fresh perspective for further research on the generation of consumers' e-WOM intention and purchase intention in the WeChat context. Practically, the research outcomes provide insight for companies on how to motivate customers to participate in online activities, which subsequently improve WeChat users' willingness in conducting e-WOM communication and making purchase decisions.Originality/valueAlthough mobile social media could serve as an influential marketing vehicle for individuals' engagement in social and commercial activities in today's mobile-matured environment, the substantial impact of active engagement on the relationship between customer motivation and purchase intention remains insufficiently explored. The outcomes not only contribute to the current body of knowledge, but also offer several managerial guidance for companies that pay attention to mobile social media marketing in a contemporary mobile media-saturated society.

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Investigating the discrepancy between motivation and live-streaming media usage through the analysis of user engagement

Cited by 2 publications

References 0 publications

Influence Of Short Video Live Broadcast On Network User Behavior And Sales—From Meta-Analysis, Experimental Analysis To Empirical Analysis

Influence Of Short Video Live Broadcast On Network User Behavior And Sales—From Meta-Analysis, Experimental Analysis To Empirical Analysis

Determining multi-dimensional motivations driving e-WOM intention and purchase intention on WeChat: the significant role of active participation

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