期刊文献+
共找到5篇文章
< 1 >
每页显示 20 50 100
Live-streaming selling strategies for competitive firms
1
作者 Quan Du Zhixin Chen +1 位作者 Jie Wu Xiang Ji 《中国科学技术大学学报》 CAS CSCD 北大核心 2024年第5期22-35,I0006,I0007,共16页
The booming live-streaming commerce has significantly changed the traditional e-commerce model,thus attracting much attention from both industry and academia.In recent years,an increasing number of scholars have appli... The booming live-streaming commerce has significantly changed the traditional e-commerce model,thus attracting much attention from both industry and academia.In recent years,an increasing number of scholars have applied analytical models to explore live-streaming strategies for firms in different scenarios.However,the previous literature mainly considers monopolists,while in the real world,competition is not rare.To fill this gap between the literature and practical observations,this paper applies a game theoretical model to study live-streaming adoption and pricing strategy for firms under competitive environments.The results show that,for competitive firms,the equilibrium strategy depends on the relation between the commission rate and the intensity of the market expansion effect.Additionally,compared to the case in which no firm adopts live-streaming,competitive firms do not always benefit from the adoption of live-streaming selling.The paper also shows that competition plays a negative role in inducing a firm to adopt live-streaming. 展开更多
关键词 live-streaming commerce live-streaming strategy game COMPETITION
下载PDF
Research on the Impact of Social Media Live-Streaming on Consumer Purchasing Behavior and Its Coping Strategies
2
作者 Xuehui Ding Rosidah Musa 《Proceedings of Business and Economic Studies》 2024年第3期188-193,共6页
Due to the rapid development of network technology and the popularity of live-streaming,more and more businesses and individuals are using live-streaming to promote their products,giving rise to a new marketing model ... Due to the rapid development of network technology and the popularity of live-streaming,more and more businesses and individuals are using live-streaming to promote their products,giving rise to a new marketing model of social media live-streaming.Based on the social media live-streaming market,businesses or enterprises focus on tapping into new consumer demand,and social media live-streaming marketing has gradually expanded into various fields.Based on the SOR theory,this paper discusses how to improve the coping strategies of consumer purchasing behavior through social media live-streaming by analyzing the representative factors affecting consumer purchasing behavior such as anchors,brands,and live-streaming content in social media live-streaming.The results of this study will contribute to a better understanding of the relationship between social media live-streaming marketing models and consumer purchasing behavior and will help to reveal the potentials and limitations of social media live-streaming,thus providing valuable ideas and scientific basis for social media live-streaming marketing strategies. 展开更多
关键词 SOR theory ANCHOR BRAND live-streaming content Coping strategy
下载PDF
Consumers'Purchase Intention of Geographical Indication Agricultural Products under the Background of Live-streaming Sales:An Exploratory Research Based on Grounded Theory 被引量:1
3
作者 Chuwei ZHANG Yueli ZHANG 《Asian Agricultural Research》 2021年第1期21-26,31,共7页
Exploring the mechanism for the formation of consumer purchase intentions of geographical indication agricultural products in the context of live-streaming sales can provide an important reference for brand marketing ... Exploring the mechanism for the formation of consumer purchase intentions of geographical indication agricultural products in the context of live-streaming sales can provide an important reference for brand marketing of geographical indication agricultural products.In this study,in-depth interviews were conducted with consumers of geographical indication agricultural products.Based on grounded theory,open coding,axial coding and selective coding were performed for interview text.Finally,21 concepts,7 subcategories and 3 main categories were obtained,and a model of the formation mechanism of the purchase intention of geographical indication agricultural products under the background of live-streaming sales was constructed,that is,"consumer cognition-consumer attitude-consumer behavior".Among them,consumer cognition includes two dimensions:the type of geographical indication agricultural products and the live-streaming appeal strategy,i.e.,the personal cognition of consumer and the promotion of live-streaming host's strategy.Consumer attitude is value perception of consumers,mainly including two dimensions of functional value and emotional value.Consumer behavior is the consumer's willingness to buy.It has been concluded that the types of geographical indication agricultural products interact with the live-streaming appeal strategies.Through the intermediary of consumers'value perception,consumers'purchase intention is generated.Among them,resource-oriented geographical indication agricultural products adopt rational live-streaming appeal strategies,which can enhance the consumer's perception of functional value,thereby promoting their purchase intention;and cultural and creative geographical indication agricultural products brands adopt perceptual live-streaming appeal strategies,which can enhance the emotional value perception of consumers,thereby promoting their purchase intention. 展开更多
关键词 live-streaming sale Geographical indication agricultural product Consumer purchase intention Grounded theory
下载PDF
Unlocking the Network Traffic Password of the Sudden Popularity of Oriental Selection:Consumer Behavior Decision-Making Mechanism Based on Mental Accounting Theory
4
作者 CHU Tiansi TIAN Hui +1 位作者 Tumpoka Kabinga ZHU Ruoqing 《Psychology Research》 2022年第11期879-889,共11页
This paper explores the decision-making mechanism of the consuming behavior hidden behind the sudden popularity of the Oriental Selection Company in terms of the mental accounting theory.Firstly,according to the“Non-... This paper explores the decision-making mechanism of the consuming behavior hidden behind the sudden popularity of the Oriental Selection Company in terms of the mental accounting theory.Firstly,according to the“Non-alternative”characteristics of mental accounting,this paper expounds how the strategy of the bilingual live-streaming of Oriental Selection promoters stimulates consumers’desire to buy the advertised products and services whilst using the utility theory of mental accounting to analyze how Oriental Selection promoters improve consumers’acquisition utility and total utility.Secondly,we sum up the successful experiences of Oriental Selection:The live-streaming industry should apply the theory of mental accounting in effectively overcoming the shortcomings of the live-streamed marketing by stimulating consumers’desire and influencing their decision-making behavior through the streaming of content that triggers them to make purchases.This is achievable by abandoning the traditional ways of loudly urging consumers to buy goods.Finally,this paper puts forward some suggestions on how to use the mental accounting theory in promoting sustainable consumption and points out the prospects for Oriental Selection. 展开更多
关键词 Oriental Selection live-streaming marketing mental accounting theory non-alternative characteristics utility theory consumer decision-making behavior
下载PDF
How Does the Booming Short Video Affect Attention Economy?
5
作者 Hairong Sun Dennis Sawyerr 《Proceedings of Business and Economic Studies》 2021年第2期12-15,共4页
The 21st century is the era of new media.We-media,social media,short videos have emerged one after another.Not only have they changed the form of media,but also they have brought tremendous changes in terms of media f... The 21st century is the era of new media.We-media,social media,short videos have emerged one after another.Not only have they changed the form of media,but also they have brought tremendous changes in terms of media functions,communication methods and communication relationship etc.Focused on the development of short video platforms in China in the last decade,this essay analyzes the impact of short videos on society,economy,and humanities.Also,it aims to propose a solution to the problem"how to make good use of the scarce resource of attention and truly realize the attention economy". 展开更多
关键词 Short video New media live-streaming sales Attention economy
下载PDF
上一页 1 下一页 到第
使用帮助 返回顶部