In recent years,with the rapid development and popularization of Internet information technology,many new media platforms have risen rapidly,and major e-commerce companies have begun to explore the mode of livestreami...In recent years,with the rapid development and popularization of Internet information technology,many new media platforms have risen rapidly,and major e-commerce companies have begun to explore the mode of livestreaming.Especially during the COVID-19 pandemic,due to the lockdown,live-streaming has become an important means of economic development in many places.Owing to its remarkable characteristics of timeliness,entertainment,and interactivity,it has become the latest and trendiest sales mode of e-commerce channels,reflecting huge economic potential and commercial value.This article analyzes two models and their characteristics of live-streaming sales from a practical perspective.Based on this,it outlines consumer purchasing decisions and the factors that affect consumer purchasing decisions under the live-streaming sales model.Finally,it discusses targeted suggestions for using the live-streaming sales model to expand the consumer market,hoping to promote the healthy and steady development of the live-streaming sales industry.展开更多
According to normative-resource theory,the balance of marital power is influenced by the effect of socioeconomic resources and subcultural expectations.The purpose of our study is to empirically test the effects of Ja...According to normative-resource theory,the balance of marital power is influenced by the effect of socioeconomic resources and subcultural expectations.The purpose of our study is to empirically test the effects of Japanese married individuals’comparative socioeconomic variables—education,age,occupation status,personal income,family income,urban/rural living area,years married,and the presence/number of children;and normative resources—the four dimensions of sex role orientation—on decision-making authority across the stages of automobile purchasing.The data of 500 demographically heterogeneous married individuals are analyzed by using a Lasso(least absolute shrinkage and selection operator)regression to select variables and to improve the accuracy of prediction and interpretation.The findings reveal that wives’authority is significantly influenced across all stages by their personal income and specific dimensions of their sex role orientation.On the other hand,husbands’authority is not affected by their perception of role norms,but only by their age.Contrary to expectations,the effects of education,occupation,and employment status are not significant in any of the cases,opening a discussion for cross-cultural comparison.The findings are interpreted and transformed into actionable items for managerial implications.展开更多
文摘In recent years,with the rapid development and popularization of Internet information technology,many new media platforms have risen rapidly,and major e-commerce companies have begun to explore the mode of livestreaming.Especially during the COVID-19 pandemic,due to the lockdown,live-streaming has become an important means of economic development in many places.Owing to its remarkable characteristics of timeliness,entertainment,and interactivity,it has become the latest and trendiest sales mode of e-commerce channels,reflecting huge economic potential and commercial value.This article analyzes two models and their characteristics of live-streaming sales from a practical perspective.Based on this,it outlines consumer purchasing decisions and the factors that affect consumer purchasing decisions under the live-streaming sales model.Finally,it discusses targeted suggestions for using the live-streaming sales model to expand the consumer market,hoping to promote the healthy and steady development of the live-streaming sales industry.
文摘According to normative-resource theory,the balance of marital power is influenced by the effect of socioeconomic resources and subcultural expectations.The purpose of our study is to empirically test the effects of Japanese married individuals’comparative socioeconomic variables—education,age,occupation status,personal income,family income,urban/rural living area,years married,and the presence/number of children;and normative resources—the four dimensions of sex role orientation—on decision-making authority across the stages of automobile purchasing.The data of 500 demographically heterogeneous married individuals are analyzed by using a Lasso(least absolute shrinkage and selection operator)regression to select variables and to improve the accuracy of prediction and interpretation.The findings reveal that wives’authority is significantly influenced across all stages by their personal income and specific dimensions of their sex role orientation.On the other hand,husbands’authority is not affected by their perception of role norms,but only by their age.Contrary to expectations,the effects of education,occupation,and employment status are not significant in any of the cases,opening a discussion for cross-cultural comparison.The findings are interpreted and transformed into actionable items for managerial implications.
