Research on the Influencing Factors of College Students’Learning Experience in Livestreaming Courses

The learning experience of online courses has always been a hot topic.As livestreaming courses are online courses with real-time interaction between instructors and students,its learning experience directly affects the learning behavior and effect.The evaluation indicators related to online course learning experience were combined with the attitudes of scholars,enterprise practitioners,and learners in livestreaming courses.When the questionnaire was designed,the exploratory and confirmatory factors were analyzed,the Questionnaire on Learning Experience of College Students in Livestreaming Courses was developed to evaluate the learning experience of college students attending livestreaming courses.Last but not the least,based on the survey data,important factors affecting college students’learning experience in livestreaming courses,including course content,learning environment,course interaction,and learning incentives were discussed and analyzed;strategies to optimize the learning experience in livestreaming courses were proposed.

Research Article Understanding the role of streamers in livestreaming commerce:a vocal–visual perspective

Despite streamers having earned widespread attention,no studies have explored the relationship between streamers and customer engagement from a vocal–visual perspective in the livestreaming commerce context.Drawing on the elaboration likelihood model,we examine how streamers’speech rate and facial attractiveness influence customer engagement using 434 pieces of unstructured livestreaming video data extracted from Taobao.The findings show that speech rate is positively related to customer engagement behaviors.Facial attractiveness has a significant positive effect on the number of comments and viewers obtained,but it has no impact on the number of likes received in a livestream.Speech rate and facial attractiveness demonstrate a significant interaction effect,increasing customer engagement behaviors.Additionally,the numbers of comments and viewers obtained are positively related to sales performance.These results offer new insights into the vital role of streamers and provide practical implications for improving customer engagement in livestreaming commerce.

The Impact of E-Commerce Live Broadcasts on Consumers’Purchase Intention

E-commerce live broadcast has an important influence on consumers’purchase intention.The three dimensions of live broadcast content in the broadcast room are the number of comments,product quality,and live content as independent variables.A theoretical model is constructed with perceived value and risk as intermediaries and the consumers’purchase intention as the dependent variable,and corresponding hypotheses are put forward.We designed the scale,collected relevant data,and tested the model hypothesis using Statistical Package for Social Sciences(SPSS)and Analysis of Moment Structure(AMOS)software.The study found that the number of comments and product quality had a significant impact on perceived value,perceived risk,and consumers’purchase intention.From this conclusion,it is suggested that businesses should control the number of comments,strengthen the product quality of comments,and distinguish the repetition degree of the content of live broadcasts.