ABSTRACT
Recent years have witnessed the intensive development of live streaming E-commerce, an emerging business mode. Although it contributes to economic growth, various forms of chaos show up and disturbs the market order. Therefore, from 1 July 2020, the official release of the first domestic document on live streaming E-commerce, the Code of Conduct for Online Live Streaming Marketing, to the end of the first half of 2021, China has witnessed so intensive release of relevant policies that are rare over the past years. Introducing these policies will inevitably attract the general public's attention and discussions. Based on online comments, this paper uses the LDA models to extract topics from online comments related to live streaming E-commerce and identifies sentiment polarity and sentiment intensity by the analysis models of different emotion dictionaries to study policy implementation effects and the main topics of concern before and after the policy implementation. The analysis results show that people between the age of 20 and 40 attach more importance to the implementation of the normative policy for live streaming E-commerce. Women, the main force of live streaming users, are less enthusiastic about the policy implementation than men. Moreover, the analysis results of the LDA models and online HDP (online hierarchical Dirichlet process) models demonstrate that the most discussed topics are the contribution of live streaming E-commerce to traditional economic transformation, public welfare activities, resumption of work and production, and poverty alleviation, as well as fraud, counterfeit goods, supervision, rights protection and other incidents in this industry. Overall, the majority of the public holds a positive attitude towards the policy implementation. After further analysis of comments under the relevant topics, it is found that compared with the first two policies released on 1 July and 5 November in 2020, although the proportion of netizens with positive emotions during the implementation of the follow-up policy has increased, the increment is not significant, indicating that the implementation of the new normative policy in a short term will hardly curb the occurrence of industry chaos. In turn, the governments should transfer their attention to actual regulatory problems, and intensify efforts to implement normative policies. [ FROM AUTHOR] Copyright of Mathematics (2227-7390) is the property of MDPI and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full . (Copyright applies to all s.)
ABSTRACT
The live streaming e-commerce market continues to grow with the rapid increase in contactless communication due to COVID-19. Live streaming e-commerce goes beyond the confines of traditional e-commerce of simply selling goods or services. It supplies information and allows synchronous information exchange between the online viewer (consumer) and the Internet celebrity, who influences the consumers information behavior and ultimately contributes to the long-term profit generation of the company. From online commerce to new retail and live streaming, China has been at the forefront of innovation in online commerce worldwide. Therefore, this study focuses on investigating the influences of live streaming e-commerce quality, such as service quality (SEQ), information quality (IQ), and system quality (SQ), on consumer purchase intention in China by applying the extended model of technology acceptance. Furthermore, this study analyzes the paths through which the live streaming e-commerce quality affects the consumer purchase intention, based on paths of perceived usefulness (PU), perceived ease of use (PEU), perceived trust (PT), and perceived value (PV). To analyze this study, the data were collected from 231 customers who had used live streaming e-commerce apps in China (e.g., TikTok, Taobao, and Jingdong) and empirical analysis was applied. The results were summarized as follows: SQ is positively related to PU and PT. Similarly, IQ is positively related to PEU and PT. In addition, SEQ is also positively related to PU and PEU. Moreover, SQ affected the PV through PU and PT significantly and ultimately influenced consumer PI. Also, the path in which SEQ affects PU, which in turn affects PV, and ultimately PI, was found. This study found out the paths of how the live streaming E-commerce quality affects the consumer purchasing intention and contributes to the research field of e-commerce and consumer behaviors. Additionally, the results of this study give useful marketing suggestions for relevant financial institutions and enterprises.
ABSTRACT
With the proliferation of live streaming, there is evidence that online impulse buying is becoming an emerging phenomenon. Although many studies have investigated impulse buying in the context of offline shopping and business-to-consumer e-commerce, online impulse buying in live streaming has attracted little attention. In this study, we aim to explore the effect of social presence in live streaming on customer impulse buying based on the stimulus-organism-response framework. The research model presented here identifies pleasure and arousal as the mediation of impulse buying in live streaming. We use the AMOST and IBM SPSS PROCESS software to estimate our model based on data at the minute level from 189 customers, who watched live streaming in the past three months. The results suggest that the social presence of the broadcaster and the social presence of the live streamer positively affect impulse buying directly and indirectly via pleasure and arousal, promoting consumer online impulse buying in live streaming, but the social presence of the viewers has no significant effect on pleasure and arousal. For practice, our results can help policymakers and operators of the live streaming platform alleviate impulse buying in the digital world.