RESUMEN
This study aims to present the problems and solutions of live shopping to suggest the direction of live commerce broadcasting in the future by examining the influence of the types of impulse buying on consumers’ emotional responses and the reuse intention according to changes into non-contact economy due to the COVID-19 pandemic. To achieve the purpose of this study, the theoretical foundation of related factors was established based on literature research and previous studies. Accordingly, research models and research hypotheses were presented. To verify the hypothesis, a survey was conducted through an online survey method targeting 300 consumers who have experience using live shopping in China. The statistical analysis was conducted by frequency analysis, exploratory factor analysis, correlation analysis and multiple regression analysis using SPSS26.0 program. The results of the empirical analysis and implications of this study are as follows. First, pure impulse buying, planned impulse buying, stimulus impulse buying and reminder impulse buying had a significant positive (+) effect on jealousy and vanity of emotional response. Therefore, the seller of the product is expected to increase sales by stimulating customers ’ impulse buying. In addition, the purchaser may meet emotional responses such as jealousy or vanity, but this may lead to economic losses or unnecessary product purchases. Second, jealousy and vanity of emotional response had a significant positive (+) effect on reuse intention. Therefore, the purchaser should try to find ways to reduce emotional responses such as jealousy and vanity. Third, pure impulse buying, planned impulse buying, stimulus impulse buying and reminder impulse buying had a significant positive (+) effect on reuse intention. Therefore, impulse buying can lead to product purchase even if there is no stimulus of emotional reaction such as jealousy or vanity, so product buyers should exclude the factors that can cause impulse buying as much as possible. This study also aims to present the research results and implications based on some limitations in the process of the study. First, if the study is conducted for all age groups, it is expected that the results of more objective research will be derived. Second, if comparative research is conducted on live shopping users in various countries, it is judged that strategies will be derived to help identify the tendency of live shopping users by country and to establish marketing strategies for product sellers. © 2022, Success Culture Press. All rights reserved.
RESUMEN
Late in 2020, two genetically-distinct clusters of severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2) with mutations of biological concern were reported, one in the United Kingdom and one in South Africa. Using a combination of data from routine surveillance, genomic sequencing and international travel we track the international dispersal of lineages B.1.1.7 and B.1.351 (variant 501Y-V2). We account for potential biases in genomic surveillance efforts by including passenger volumes from location of where the lineage was first reported, London and South Africa respectively. Using the software tool grinch (global report investigating novel coronavirus haplotypes), we track the international spread of lineages of concern with automated daily reports, Further, we have built a custom tracking website (cov-lineages.org/global_report.html) which hosts this daily report and will continue to include novel SARS-CoV-2 lineages of concern as they are detected.