Brand Marketing Strategy of Live Streaming in Mobile Era : A Case Study of Tmall Platform

Liu, Lin,Aremu, Emmanuel Olugbemisola,Yoo, Dongwoo Institute of Management Research 2020 Journal of East Asia Management Vol.1 No.1

In recent years, with the rapid development of network live streaming, with the popularization of mobile Internet and mobile terminal equipment, the live streaming industry has ushered in great development. A sudden outbreak of the COVID-19 makes the PC end live streaming which has been developed for many years enter a new era, giving birth to the rapid development of mobile end live streaming. Not only because of the expansion of the live streaming industry market, the rise of the trend of the national live streaming, but also because the mobile live streaming is more and more valued by the brand, becoming an important tool for brand communication and product promotion. It is because of its unique communication characteristics that some scholars believe that the era of precision marketing has been opened by live network. Mobile live from the initial fans to reward and promote the brand, to now in the form of live marketing, consumers can "buy while watching". The time period from the understanding of the goods to the final completion of the purchase behavior has been greatly shortened. It is conducive to improving sales volume and brand awareness. Marketing communication through mobile live platform has become a popular way of brand marketing. This paper mainly studies the current situation, methods, problems and development strategies of brand marketing activities with the help of live streaming platform under the background of mobile internet. Taking Tmall live streaming platform as an example, this paper analyzes several ways of brand marketing with the help of live streaming and some universal characteristics of live streaming marketing by using the relevant theories of marketing. In view of the problems existing in live streaming brand marketing, it puts forward relevant Improvement measures. First of all, the paper puts forward the innovation in content and form. Second, the paper suggests that we should make full use of new technologies such as AR and VR to effectively combine with mobile live broadcasting. Third, the paper explores the integration of multiple channels to create intelligent marketing, and further optimize the live interface of mobile terminals. Finally, the paper emphasizes that the government departments and the platform itself should jointly supervise the mobile network live streaming platform and establish a good live broadcasting environment for mobile terminals. With the help of mobile live streaming, the marketing mode has an important impact on the promotion of brand marketing. How to make better use of this business mode and accurately use mobile live broadcast to promote brand marketing, so that enterprises can create greater profits, is also of profound research significance.

라이브커머스를 이용한 지역 특산제품의 판매 활성화 연구 – 소비자신뢰 구축을 중심으로

최수정,마일환 한국인터넷전자상거래학회 2023 인터넷전자상거래연구 Vol.23 No.6

The purpose of this study is to examine the building of consumer trust in live commerce which is a new form of electronic commerce combined with live streaming. Consumer trust in live commerce is divided into trust in live streaming platforms and trust in products. Moreover, this study suggests key factors affecting consumer trust on the basis of three dimensions of live commerce (i.e., the live streaming platform, influencer and contents). More specifically, the live streaming platform dimension consists of active control, two-way communication and synchronicity whereas the influencer dimension consists of expertise, attractiveness and trustworthiness. Besides, the dimension of contents is composed of entertainment, vividness and informativeness. Finally, we verify that those factors increase consumer trust, thereby enhancing purchase intentions. The partial least squares (PLS) analysis is conducted with a total of 310 responses collected on users with experience in live commerce. The main findings are as follows. Firstly, purchase intentions are increased by trust in live streaming platforms and trust in products. Secondly, the effect of trust transfer between two types is proved. Finally, with regard to key determinants of consumer trust, expertise and trustworthiness of influencers as well as entertainment and informativeness of live-streaming contents have turned out to be influential. However, variables of the live streaming platform have no significant effects on consumer trust.

공감 표시 인터랙션과 사용자의 감정 리액션 유형의 차이가 정서적 유대감과 공동의 공간감에 미치는 영향 - 라이브 스트리밍을 중심으로 -

김민지,이연준 한국디자인트렌드학회 2022 한국디자인포럼 Vol.27 No.2

Background Due to the rapid change in the digital age, live streaming is emerging as a space where people with common interests can communicate and form relationships. Interactions and emotional reactions, which are components of a live streaming environment, can affect a user's communication method and relationship formation. In particular, as the usage rate of online live streaming services is rapidly increasing after COVID-19, it is necessary to study the direction of live streaming. Therefore, this study aims to investigate the difference between the empathy expression interaction type and the user’s emotional reaction type in live streaming according to personal characteristics and favorable feelings toward the entertainer who is a broadcaster of live broadcasting in emotional connectedness and awareness of co-location. Methods Literature studies and experimental studies were conducted. In the literature study, the status and characteristics of live streaming were summarized, and four cases of live streaming platforms currently used were analyzed and interaction types related to empathy were identified. Based on this, a survey was conducted on the produced experimental material and the hypothesis was verified. Result The types of interaction and user emotional reaction had different effects on users' emotional connectedness and awareness of co-location for each type. Personal tendencies of self-expression and self-exposure were high when high, and low when low. However, the opposite result was found in the number type in the empathy expression interaction type. In addition, emotional connectedness and the awareness of co-location felt by users were high or low depending on their liking for the entertainers who were performing live streaming. Conclusion This study examines the direction of interaction and user emotional reaction methods, which are components of live streaming, at a time when the use rate of online live streaming has rapidly increased. This study is meaningful in that it can play an effective role in forming a positive relationship that enhances the emotional connectedness between people and the awareness of co-location online. 연구배경 디지털 시대로의 급격한 변화로 인해 공통의 관심사를 가진 사람들과 소통하며 관계를 형성할 수 있는 공간으로 라이브 스트리밍이 떠오르고 있다. 라이브 스트리밍 환경의 구성 요소인 공감표시 인터랙션과 사용자 감정리액션은 사용자의 소통방식과 관계형성에 있어 영향을 미칠 수 있다. 특히, 코로나19 이후 온라인 라이브 스트리밍 서비스의 이용률이 더욱 급증하고 있는 현재, 라이브 스트리밍의 방향성에 대한 연구가 필요하다. 이에 본 연구는 라이브 스트리밍에서 공감표시 인터랙션 유형과 사용자 감정리액션 유형이 개인적 특성과 라이브 방송의 방송자인 연예인에 대한 호감도에 따라 정서적 유대감, 공동의 공간감에 나타나는 차이를 알아보고자 한다. 연구방법 문헌 연구와 실험 연구를 진행하였다. 먼저 문헌 연구에서는 라이브 스트리밍의 현황과 특성에 대해 정리하였고, 현재 이용되어지고 있는 라이브 스트리밍 플랫폼 네 가지 사례를 분석하고 공감과 관련한 상호작용 유형을 파악하였다. 이를 토대로 제작한 실험물에 대해 설문조사를 진행하고 가설을 검증하였다. 연구결과 분석 결과 인터랙션과 사용자 감정리액션의 유형은 유형별로 사용자들의 정서적 유대감과 공동의 공간감에 미치는 영향이 다르게 나타났다. 개인적 성향인 자기표현성향과 자기노출이 높으면 높게, 낮으면 낮게 나타났다. 하지만 공감표시 인터랙션 유형 중 숫자 유형에서는 반대의 결과가 나타났다. 또한 라이브 스트리밍을 진행하는 연예인에 대한 호감도에 따라서도 사용자들이 느끼는 정서적 유대감, 공동의 공간감이 높거나 낮았다. 결론 본 연구는 온라인 라이브 스트리밍의 이용률이 급증한 현재, 라이브 스트리밍의 구성 요소인 인터랙션과 사용자 감정리액션 방식의 방향성에 대해 고찰하였다. 이는 온라인에서 대인 간 정서적 유대감과 공동의 공간감을 높여주는 긍정적인 관계 형성에 효과적인 역할을 할 수 있을 것이란 점에서 연구의 의의가 있다.

中国直播销售情境下消费者冲动购买的影响因素研究

李振兴,吴起涛,刘湖滨 부산대학교 중국연구소 2022 Journal of China Studies Vol.25 No.2

The commodity is sold in the way which changes with the development of the times. The Chinese government vigorously supports the live streaming industry with the continuous impact of COVID-19 on the national economy and in order to stimulate consumption and speed up the domestic economic cycle. With the popularity of the live streaming industry and the stimulation of economic benefits, live streaming sales has become a new outlet for China's commodity sales. Although the live streaming sales is affected by factors such as price, the main reasons affecting consumers' sensory cognition are not only the commodity itself, but also the live streamer and users participating in the live streaming. Therefore, in live shopping, the interaction between the streamer and users, the one between users, and the perceived entertainment of the live streaming environment are particularly important. Based on the existing literature, this study integrates the factors that have significant impacts on online purchase intention and impulse purchase behavior, and uses the perceived value as an intermediary variable to verify the influence relationship between each factor and impulse purchase. In addition, on this basis, this study adds a time pressure factor and a conformity tendency factor to verify the impact mechanism of time pressure and conformity tendency on consumers' impulse purchase in the live shopping environment. Taking S-O-R theory as the research model, this study divides the characteristics of live streaming sales into trust, Product Discount, online interaction, perceived entertainment, time pressure and conformity tendency as the influencing variables of consumers' impulse purchase, and verifies whether the perceived value has the intermediary effect in trust, Product Discount, online interaction, perceived entertainment, time pressure and impulse purchase. Through data analysis, the study proves that trust, Product Discount, perceived entertainment, time pressure and conformity tendency have significant impacts on consumers' impulse purchase behavior in the context of live streaming sales. In addition, the perceived value has a direct intermediary effect between trust and impulse purchase behavior, and has a partial intermediary effect between perceived entertainment, time pressure and impulse purchase behavior.

Product Characteristics and Customer Purchase Intention in Live-Streaming Commerce

An-Peng YU,Jae-Hyeon KIM,Sung Eui CHO 국제융합경영학회 2023 융합경영연구 Vol.11 No.4

Purpose: This study investigated the relationship between product characteristics and customer purchase intention in live-streaming commerce. Research design, data and methodology: Six independent factors namely, scarcity, customization, discount, experimentalism, novelty, and informativeness were identified to analyze their effects on customer purchase intention in live-streaming commerce. The perceived value was accepted as a mediator between independent and dependent variables. Data were gathered from 643 respondents who experienced purchases in live-streaming commerce in China. Results: The results show that product characteristics strongly affect customer purchase intention, and perceived value plays an important mediating role in live-streaming commerce. Therefore, when developing a sales strategy in live-streaming commerce, product characteristics. Such as customization, discount, experimentalism, novelty, and information must be considered. Conclusions: The majority of live-streaming commerce research has focused on platform interactions and consumers. This study is meaningful in that it dealt with product characteristics and confirmed the mediating roles of perceived value in live-streaming commerce. The findings of this study have significant implications and offer valuable insights and practical guidance for both the academic community and practitioners engaged in the field of live-streaming commerce.

라이브 스트리밍 커머스 앵커 속성이 지각된 가치와 구매 의도에 미치는 영향: 중국의 농산물 시장을 중심으로

( Panting Song ),( Jingyan Ma ),강태원 ( Taewon Kang ) 한국유통경영학회 2021 유통경영학회지 Vol.24 No.6

Purpose: Due to the impact of the COVID-19, the sales of agricultural specialties have been hampered, and live streaming commerce has developed in tandem to provide a channel for the sales of agricultural s pecialties. With the impetus of government policy and market, live streaming + e-commerce has become a new model for the sales of agricultural specialties. This study explores the influence of anchor attributes on the perceived value and purchase intention of agricultural specialties in the live-streaming commerce environment and tries to propose the development of live-streaming commerce of agricultural specialties under the epidemic. Research design, data, and methodology: This study conducted a questionnaire survey of consumers who had purchased agricultural products through live streaming e-commerce. Finally, the survey results of 719 consumers were analyzed using SPSS23.0 and AMOS23.0 on reliability and validity analysis, correlation analysis, path analysis, and mediating analysis. Results: The results of this study show that - first, the professionalism of the anchor has a positive effect on purchase intention and an insignificant effect on the emotional value and perceived risk. Second, the interactivity, entertainment, and trustworthiness of anchors have insignificant positive effects on purchase intention. Third, the mediating effect of perceived emotional value and perceived risk between anchor attributes and purchase intention is significant. Perceived value partially mediates between anchor’s professionalism and purchase intention, while it fully mediates between anchor’s interactivity, entertainment, trustworthiness, and purchase intention. Implications: To better attract consumers to buy agricultural products through live streaming commerce, e-commerce companies should commit to building professional live streaming teams, training anchors, improving their professionalism, and optimizing live streaming content in a consumer-oriented manner. Platforms and relevant departments should also raise the market access threshold, strengthen market supervision, and investigate and deal with behaviors that harm consumers’ legitimate rights and interests.

‘라이브 스트리밍(live streaming)’ 무용공연의 서비스품질이 시청만족과 현장공연 구매의도에 미치는 영향

홍미성,김가은 한국무용학회 2020 한국무용학회지 Vol.20 No.3

본 연구의 목적은 ‘라이브 스트리밍(live streaming)’ 무용공연의 서비스품질이 시청만족과 현장공연 구매의도에 미치는 영향을 규명하는 것이다. 연구대상은 2020년 5월 25일부터 8월 24일까지 약 3개월동안 라이브 스트리 밍 공연을 시청한 사람을 대상으로 구글 폼으로 설문지를 배포하여 유목적 표집 방법으로 선정한 270명이다. 자 료 분석은 SPSS 25.0 program을 이용하여 독립 t-test와 일원변량분석, 중다회귀분석을 하였으며 결과는 다음과 같다. 첫째, 개인적 특성에 따른 스트리밍 무용공연 서비스품질, 시청만족, 현장구매의도는 성별, 연령, 거주지역에 서만 일부 유의한 차이가 나타났다. 둘째, 라이브 스트리밍 무용공연 서비스품질 하위변인 중 ‘편리성’, ‘실시간성 및 상호작용성’과 ‘무용정보 및 기술성’이 시청만족에 유의한 영향을 미치는 것으로 나타났다. 셋째, 라이브 스트 리밍 무용공연 서비스품질 하위변인 중 ‘편리성, ‘실시간성 및 상호작용성’과 ‘무용정보 및 기술성’이 현장공연 구 매의도에 유의한 영향을 미치는 것으로 나타났다. 넷째, 라이브 스트리밍 무용공연 시청만족이 현장공연 구매의 도에 유의한 영향을 미치는 것으로 나타났다. 이에 유료 관객을 확보하기 위해서 수준 높은 라이브 스트리밍 무 용공연이 절실하며, 시공간을 초월한 최첨단 기술을 결합하여 새로운 언택트 무용공연을 면밀하게 준비한다면 스 트리밍 무용공연 구매의도 뿐만 아니라 현장 무용공연 구매의도에도 직접적인 영향이 있을 것으로 기대된다. The purpose of this study is to investigate the effect of service quality of “live streaming” dance performances on viewing satisfaction and on-site performance purchase intentions. The subject of this study was from May 25 to August 24, 2020, among those who watched live streaming performances for about 3 months, using a Google form questionnaire, and 270 people using the purposive sampling method. For data analysis, t-test, one-way variance analysis, and multiple regression analysis were performed using the SPSS 25.0 program, and the results are as follows. First, there were some meaningful differences in streaming dance performance service quality, viewing sat-isfaction, and on-site purchase intention according to personal characteristics only in gender, age, and residential area. Second, among the sub-variables of the service quality of live streaming dance performances, 'convenience', 'real-time and interactivity' and 'dance information and technology' were found to have a significant effect on viewers’ satisfaction. Third, among the sub-variants of the service quality of live streaming dance performances, it was found that 'convenience’, 'real-time and interactivity' and 'dance information and technology' had a significant effect on the intention to purchase on-site performances. Fourth, it was found that the satisfaction of viewing live streaming dance performances had a significant effect on the intention to purchase on-site performances. In order to secure a paid audience, high-quality live streaming dance performances are urgently needed, and if new untact dance performances are carefully prepared by combining state-of-the-art technologies that transcend time and space, it is expected that there will be a direct impact not only on the purchase intention of streaming dance performances, but also on the intention to purchase on-site performances.

중국 온라인 쇼핑 라이브 방송과 왕홍 앵커 특성이 소비자의 신뢰와 상품 구매의도에 미치는 영향

( Pang Qiwei ),( Yao Jinge ),배기형 ( Ki-hyung Bae ) 한국유통경영학회(구 한국유통정보학회) 2021 유통경영학회지 Vol.24 No.1

Purpose: Becasue of the rapid technological development and the easy-of-use of online shopping, an emerging business mode of WangHong using live streaming has gained susbtantial attention and has showed considerable economic potential. This study investigated determinants of consumers’ trust on live streaming and WangHong anchor and their effect of consumers’ purchase intention. Research design, data, and methodology: This study analyzed the influence of online shopping live streaming's characteristics and WangHong anchor's characteristics on consumer trust and purchasing intention. We conducted an online and offline survey for 11 days from November 16th to November 26th, 2020. A total of 305 responses were collected from Chinese consumers who were online-shopping live-streaming users. Results: First, among the three variables of the live streaming's characteristics, the information insignificantly affected the customer's trust; but the other variables showed significant positive effects on the consumer's trust. Two characteristics of WangHong anchor had significant positive effects on trust; attractiveness had the most significant effect on trust. Second, among the characteristics of live streaming and Wanghong anchor, variables excluding information had a positive(+) effect on purchasing intention. The most significant variable is interactivity,the next is entertainment and the third one is attractiveness and the last one is professionalism. Third, we found that trust had a positive(+) effect on purchase intention. Fourth, there was a partial mediating effect of trust among interactivity, entertainment, professionalism, attractiveness, and purchasing intention. Implications: Online-shopping live-streaming can enhance customers' trust by providing communication with consumers and adding interesting content, thereby improving customers' purchasing intention. At the same time, Improving the WangHong anchors' personal qualities is also an important part of developing online shopping live streaming.

Trans-Parasocial Relation Between Influencers and Viewers on Live Streaming Platforms: How Does it Affect Viewer Stickiness and Purchase Intention?

Kim, Jeeyeon,Liu, Jui-Ting,Chang, Sue Ryung Korean Marketing Association 2022 ASIA MARKETING JOURNAL Vol.24 No.2

Live streaming has become one of the most important communication tools for influencers to synchronously interact with viewers. It is critical to understand the effect of the reciprocal and synchronously interactive relations built between influencers and viewers, so-called trans-parasocial relations, in the context of live streaming. In this study, we investigate how trans-parasocial relations impact viewers' stickiness and purchase intention on live streaming platforms. Furthermore, we investigate fanship as a mediating factor in the relationship between trans-parasocial relations and viewers' behaviors. Overall, the results reveal significant direct and indirect effects of trans-parasocial relations on viewers' stickiness and purchase intention. Higher trans-parasocial relations further lead to stronger viewers' fanship toward influencers and increases their willingness to stay longer or make purchases on live streaming platforms. These findings further the understanding of influencer-viewer relations and viewers' behavior on live streaming platforms and provide valuable insights into influencer marketing and live streaming.

라이브커머스에서 가상실재감의 효과와 결정요인 연구: 라이브쇼핑 매체 및 인플루언서 특성을 중심으로

최수정,김태경 한국정보시스템학회 2023 情報시스템硏究 Vol.32 No.1

Purpose: Live commerce is a new type of electronic commerce in combination with live streaming services. It is expected to increase virtual presence in the context of online shopping by overcoming a lack of social interactions between sellers and buyers which have been raised as a limitation in electronic commerce. Drawing on the studies of communication media, this study examines how live commerce contributes to the increase of virtual presence which consists of telepresence and social presence. Telepresence refers to a buyer's perception that he or she is present at the physical shopping mall during live shopping streaming whereas social presence refers to a buyer’s perception of social interaction with a seller which is human warm, social, sensitive, and personal. In this study, we verify key determinants of virtual presence and its consequences. More specifically, this study proposes virtual presence contributes to the increase of buyers' trust in products and further purchase intentions. Furthermore, we verify influential factors of virtual presence from the technical and influencer perspectives of live commerce. Design/methodology/approach: To test the proposed hypotheses, the partial least squares (PLS) analysis is conducted with a total of 250 data collected on users with experience in the TaoBao live streaming shopping platform. Findings: The results show that first, telepresence and social presence are increased by visibility, media richness and attractiveness in the context of live shopping streaming. Second, buyers' trust in product trust and purchase intentions are positively influenced by telepresence and social presence. Finally, buyers' trust in product has a direct, positve effect on their purchase intentions. Overall, the findings offer new insights into the studies of electronic commerce by introducting the concepts of virtual presence and media richness from the literature of communication media in the field of live commerce.