Journal ArticleDOI
Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework
Mu Hu,Mingli Zhang,Yu Wang +2 more
TLDR
Analysis of data collected from two live streaming platforms in mainland China indicates that audiences identification with broadcasters and audience groups are positively associated with their continuous watching intention, and broadcasting identification and group identification increase continuance intention.About:
This article is published in Computers in Human Behavior.The article was published on 2017-10-01. It has received 298 citations till now. The article focuses on the topics: Parasocial interaction.read more
Citations
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Journal ArticleDOI
The role of live streaming in building consumer trust and engagement with social commerce sellers
TL;DR: In this article, a comprehensive framework was proposed to examine the relationship among customers' perceived value of live streaming, customer trust, and engagement, while utilitarian and hedonic values are shown to affect customer engagement indirectly through customer trust in products and trust in sellers sequentially.
Journal ArticleDOI
How live streaming influences purchase intentions in social commerce: An IT affordance perspective
TL;DR: This study examines how live streaming influences social commerce customers’ purchase intentions in China by building a theoretical model from the perspective of IT affordance and empirically measure the model by surveying customers who have shopped via live streaming shopping platforms.
Proceedings ArticleDOI
You Watch, You Give, and You Engage: A Study of Live Streaming Practices in China
TL;DR: Insight is gained into the role reward systems and fan group-chat play in engaging users, while also finding evidence that both viewers and streamers desire deeper channels and mechanisms for interaction in addition to the commenting, gifting, and fan groups that are available today.
Journal ArticleDOI
The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms
TL;DR: A text mining method to quantify constructs using a large-scale sample of 3,500,445 online review texts found that interactivity has a curvilinear relationship with customer engagement behavior.
Journal ArticleDOI
Enhancing consumer engagement in e-commerce live streaming via relational bonds
Mingyao Hu,Sohail S. Chaudhry +1 more
TL;DR: This study is one of the first empirical studies on e-commerce live streaming and extends the marketing literature by integrating different relational bonds as antecedents of consumer engagement from the relational perspective, and enriches the affective commitment literature by distinguishing commitment to the online marketplace fromcommitment to the broadcaster.
References
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Journal ArticleDOI
Users of the world, unite! The challenges and opportunities of Social Media
TL;DR: A classification of Social Media is provided which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds.
Journal ArticleDOI
Social Identity Theory and the Organization
Blake E. Ashforth,Fred A. Mael +1 more
TL;DR: This article argued that social identification is a perception of oneness with a group of persons, and social identification stems from the categorization of individuals, the distinctiveness and prestige of the group, the salience of outgroups, and the factors that traditionally are associated with group formation.
Journal ArticleDOI
The Social Self: On Being the Same and Different at the Same Time
TL;DR: In this article, a model of optimal distinctiveness is proposed in which social identity is viewed as a reconciliation of opposing needs for assimilation and differentiation from others, and individuals avoid self-construals that are either too personalized or too inclusive and instead define themselves in terms of distinctive category memberships.
Journal ArticleDOI
Self-Concept in Consumer Behavior: A Critical Review
TL;DR: The self-concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse as mentioned in this paper, and the authors of this paper critically review selfconcept theory and research in consumer behaviour and provide recommendations for future research.
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