Significance of Live Streaming in Shaping Business: A Critical Review and Analytical Study

With the rise of live streaming on social media, platforms like Facebook, Instagram, and YouTube have become powerful business tools. They enable users to share live videos, fostering direct connections between businesses and their customers. This critical literature review paper explores the impact of live streaming on businesses, focusing on its role in attracting and satisfying consumers by promoting products tailored to their needs and wants. It emphasizes live streaming’s crucial role in engaging customers, a key to business growth. The study also provides viable strategies for businesses to leverage live streaming for growth and customer engagement, underscoring its importance in the business landscape.

Research on Current Situation and Legal Regulation of Cosmetics Live Streaming E-commerce in China

Analyze the compatibility between cosmetics and live streaming e-commerce from its own nature,marketing means and supply chain characteristics.According to the prominent problems,sort out the relationship between all parties in the cosmetics live e-commerce industry chain.Combined with the latest regulatory policies of live streaming e-commerce and cosmetics,the responsibilities of different subjects in cosmetics live streaming e-commerce are summarized,and relevant suggestions and countermeasures are put forward for the standardization and development of live streaming e-commerce.Cosmetics brand owners are the first responsible persons for product quality.Anchors,as a mixed identity between intermediary,advertising spokesperson and operator,should bear stricter joint and several liability when recommending products related to consumers’health.If anchors fail to clearly identify themselves in the recommendation process,thus causing consumers to mistake them for the operator of the cosmetics,they should assume the obligations of the operator.

A Study on the Factors Influencing Consumer Purchase Decision Under the Live-Streaming Sales Model

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.

SDHT： Efficient One-Hop DHT Lookup Framework for P2P Live Streaming

Video data location plays a key role for Peer-to-Peer （P2P） live streaming applications. In this paper, we propose a new one-hop Distributed Hash Table （DHT） lookup frarrework called Strearre ing-DHT （SDHT） to provide efficient video data location service. By adopting an enhanced events dissemination mechanism-EDRA＋, the accuracy of routing table at peers can be guaranteed. More importantly, in order to enhance the perforlmnce of video data lookup operation without incurring extra overhead, we design a so-called Distributed Index Mapping and Management Mechanism （DIMM） for SDHT. Both analytical modeling and intensive simulation experiments are conducted to demonstrate the effectiveness of SDHT framework. Numerical results show that almost 90% requested video data can be retrieved within one second in SDHT based systems, and SDHT needs only 26% average bandwidth consumption when compared with similar one-hop DHT solutions such as D1HT. This indicates that SDHT framework is an appropriate data lookup solution for time-sensitive network applications such as P2P live streaming.

Modelling the Roles of Cewebrity Trust and Platform Trust in Consumers’Propensity of Live-Streaming:An Extended TAM Method

Live streaming is a booming industry in China,involving an increasing number of Internet users.Previous studies show that trust is a cornerstone to develop ecommerce.Trust in the streaming industry is different from that of other e-commerce areas.There are two major dimensions of trust in the live streaming context:platform trust and cewebrity trust,which are both important for customers to adopt and reuse a specific live streaming service.We collected questionnaire data from 520 participates who have used live streaming services in China.We model the collected data and identified factors that can influence users’propensity by an extended technology acceptance model(TAM)method.According to our analysis,both cewebrity trust and platform trust will greatly influence users’intention to reuse a certain platform.Moreover,results also indicate that cewebrity trust is far more important than platform trust.These findings can lead to several management strategies to improve the adherence of users to streaming platforms.

GPSA:A Greedy Pull-based Scheduling Approach for P2P Live Streaming under Heterogeneous Environments

Pull-based P2P live streaming is a promising solution for the large scale streaming systems, like PPStream, PPlive, due to its high scalability, low cost and high resilience. However, they usually suffer from bad delay performance. In this paper, we seek to improve the delay performance under ensuring video display quality stemming from chunk scheduling. And so we model Pull-based chunk scheduling problem as a multi-objective optimization problem to minimize the video delay and maximize video display quality in the environment of heterogeneous upload bandwidths, heterogeneous and dynamic propagation delays. Finally we put up with a greedy Pull-based scheduling approach(GPSA) to solve the optimization problem. The evaluation shows GPSA can outperform two classical chunk scheduling approaches and adapt to dynamic variance of propagation delays.

Applications of a Streaming Video Server in a Mobile Phone Live Streaming System

This paper describes the entire process of completing a multicast streaming media server and applying it to a cellphone live streaming system. By using the RTSP protocol, the streaming media server controls the connection of video capture client, data stream reception and processing as well as playback interaction. The media server can publish real-time data from a data acquisition terminal or a historical data file in the server to the Web so that users on the network can view all the videos through a variety of terminals anytime and anywhere, without having to wait for all the data downloaded completely. The streaming media server of the system is developed based on an open-source streaming media library Live555. The developed server can run on a Windows or a Linux system. The standard RTSP/RTP protocol is used and the video media format is H264. The paper mainly introduces the design of a streaming media server, including data processing for real time, designing a data source, the implementation of multi-acquisition end and multi-player operation, RTSP interaction and RTP packaging, and the setting up of the data buffer in the server. Experiment results are given to show the effect of the system implementation.

A study on TCP performance of crowdsourced live streaming

The prevalence of smart phone and improvement of wireless net promote the usage of crowdsourced live streaming,where individual users act as live streaming sources to broadcast themselves online. Characterizing the performance and identifying its bottleneck in such systems can shed light on the system design and performance optimization. TCP performance of a commercial crowdsourced live streaming system is examined by analyzing packet-level traces collected at streaming servers. TCP stalls that heavily hurt the Qo E of user have been identified. In particular,the TCP stalls account for as much as 31. 6% of the flow completion time for upload flows and result in abandonment of upload on the corresponding channels. Stalls caused by timeout retransmissions are further dissected and timeout retransmission characteristics are revealed to be dependent on the video encoding methods. These findings provide new insights in crowdsourced live streaming systems and can guide designers to improve the TCP efficiency.

基于Http Live Streaming的移动流媒体直播系统Android客户端的实现

对于日益发展的移动互联网来说,流媒体是其最重要最有需求和市场的应用之一。本论文以Http Live Streaming技术为背景,详细介绍了Android平台架构和Android NDK开发,并在此基础上介绍并设计了移动流媒体直播系统,实现了无线网络视频的传输。最后,通过性能测试,实现了客户端采集编码功能。

Improving Playback Quality of Peer-to-Peer Live Streaming Systems by Joint Scheduling and Distributed Hash Table Based Compensation

In Peer-to-Peer(P2P) streaming systems,video data may be lost since peers can join and leave the overlay network randomly,thereby deteriorating the video playback quality.In this paper we propose a new hybrid mesh and Distributed Hash Table(DHT) based P2P streaming system,called HQMedia,to provide high playback quality to users by maintaining high data dissemination resilience with a low overhead.In HQMedia,peers are classified into Super Peers(SP) and Common Peers(CP) according to their online time.SPs and CPs form a mesh structure,while SPs alone form a new Streaming DHT(SDHT) structure.In this hybrid architecture,we propose a joint scheduling and compensation mechanism.If any frames cannot be obtained during the scheduling phase,an SDHT-based compensation mechanism is invoked for retrieving the missing frames near the playback point.We evaluate the performance of HQMedia by both theoretical analysis and intensive simulation experiments on large-scale networks to demonstrate the effectiveness and scalability of the proposed system.Numerical results show that HQMedia significantly outperforms existing mesh-based and treebased P2P live streaming systems by improving playback quality with only less than 1% extra maintenance overhead.

Philosophical Analysis of Phenomena in Live Video Streaming

Live video streaming is a new form of network communication for the real-time interaction between network hostsand audiences. Its application has brought much convenience to people＇s study, work, and life, and hassimultaneously caused some phenomena against public order and good deeds. From the perspective ofepistemology, they are the consequences of human＇s cognitive fragmentation, superficiality, and human＇suncontrolled self-discipline ability. In order to fundamentally reduce or avoid the occurrence of these socialproblems caused by live video streaming, the key points might be not only supervising and guiding live videostreaming in time, but also improving the participants＇, especially juveniles＇ abilities of rational judgment andself-discipline through providing them with specific publicity and education. In this aspect, the thoughts of＂observing things by Heart＂ and ＂emotion dominated by rationality＂ in traditional Chinese culture can be fully usedto strengthen the assessment and governance of phenomena in live video streaming.

RESEARCH ON GROUPING STRATEGY OF SIP-BASED STREAMING MEDIA P2P LIVE BROADCAST NETWORK

The rapid development of Internet has led to the explosion of information sharing, and how to supervise the sharing is a main research topic on current Internet. Aiming at the disadvantage that the current Peer-to-Peer (P2P) is hard to manage and control, this paper presents a Session Initial Protocol (SIP)-based P2P network of three-level architecture. SIP middleware is introduced to the middle level of the three-layer architecture. By the connection function of the SIP signaling, the P2P transmission on media-level can be controlled. Using SIP’s register and authentication function, the manage layer can manage the whole P2P network. Based on the aforementioned architecture, this paper investigates the grouping strategy on a live broadcast application in P2P network. Combined with the function of SIP register, the paper works on several grouping strategies, sets up models to manage users by grouping them, presents a weight-based K-means IP address grouping algorithm, and realizes it. The experiment shows that the grouping strategy presented in this paper can solve the problem of group sharing of network resource, and can realize the efficient-sharing, reasonable-distributing of network resource.

Discourse analysis of knowledge-based live streaming:a case study of East Buy streamer Dong Yuhui

Live streaming e-commerce is not only an important part of China’s digital economy but also the preferred way of purchase for many Chinese,especially the young.Since 2022,a new model initiated by East Buy has emerged,quickly becoming known as knowledge-based live streaming.The most famous streamer from this novel type of live streaming is Dong Yuhui,a former English teacher of the New Oriental School.As a top Internet influencer with millions of followers,Dong Yuhui has become a conspicuous social sign of the rising China that is undergoing fast technological,economic,and cultural changes.This study thus takes Dong Yuhui as an example to examine the typical discourses of the knowledge-based live streaming.Through a triangulation of case study,discourse analysis,and sentiment analysis,it finds that Dong Yuhui mainly employs the strategies of disseminating encyclopedic knowledge,telling intriguing stories,and using poetic language in his live streaming discourse.This unique discourse has the main function of fulfilling customers’intellectual,emotional,and psychological needs.As such,it is warmly received by customers,whose comments are centered on the talents of the streamer rather than the attributes of the commodity.

4D-MAP:Multipath Adaptive Packet Scheduling for Live Streaming over QUIC

In recent years,live streaming has become a popular application,which uses TCP as its primary transport protocol.Quick UDP Internet Connections(QUIC)protocol opens up new opportunities for live streaming.However,how to leverage QUIC to transmit live videos has not been studied yet.This paper first investigates the achievable quality of experience(QoE)of streaming live videos over TCP,QUIC,and their multipath extensions Multipath TCP(MPTCP)and Multipath QUIC(MPQUIC).We observe that MPQUIC achieves the best performance with bandwidth aggregation and transmission reliability.However,network fluctuations may cause heterogeneous paths,high path loss,and band-width degradation,resulting in significant QoE deterioration.Motivated by the above observations,we investigate the multipath packet scheduling problem in live streaming and design 4D-MAP,a multipath adaptive packet scheduling scheme over QUIC.Specifically,a linear upper confidence bound(LinUCB)-based online learning algorithm,along with four novel scheduling mechanisms,i.e.,Dispatch,Duplicate,Discard,and Decompensate,is proposed to conquer the above problems.4D-MAP has been evaluated in both controlled emulation and real-world networks to make comparison with the state-of-the-art multipath transmission schemes.Experimental results reveal that 4D-MAP outperforms others in terms of improving the QoE of live streaming.

基于效果定价模式的网络直播广告定价决策研究

网络直播广告作为一种新型营销方式快速发展,优化直播广告运营主体努力水平及定价策略是一项值得深入研究的课题。本文基于广告投放效果的两种定价模式,构建了包含两个广告商和一个主播的网络直播广告定价决策模型,探索广告商与主播的最优努力水平选择及广告定价策略。研究发现:CPW(cost per watch)定价模式下,广告商承担了消费者是否购买的不确定性风险,当消费者敏感性系数偏低时,广告商会提交较低的出价,且B/D两类广告商赢得竞拍的概率相等;对比CPW模式,在CPA(cost per action)定价模式下广告商的努力水平更低,且CPA定价模式中B型(品牌型)广告商赢得竞拍的概率更大,但赢得竞拍的广告商边际利润往往较低;与广告商相反,主播在CPA定价模式下的收益大于CPW,且随消费者敏感性系数的增加,两种定价模式下的收益差逐渐增大;CPW定价模式下预期观看直播的用户量和购买率均高于CPA,网络直播市场倾向于从CPW广告定价合同中获得较大收益。

虚拟直播电商的销售业绩影响因素与发展对策研究——基于信息源理论的实证分析

随着人工智能技术的发展,由虚拟主播与虚拟场景结合而成的虚拟直播成为电商发展新方向。基于直播电商“流量+转化”的商业本质,在信息源理论框架下构建虚拟直播电商的销售业绩模型,以淘宝直播平台300家虚拟直播间为样本进行实证分析。结果发现:虚拟主播的可信性、专业性和吸引力对销售业绩具有显著的正向影响,作为直播电商主要特征的互动性反而对销售业绩具有显著的负向影响,商品类型对虚拟主播互动性具有调节作用。根据实证分析结果,建议强化虚拟主播特性以提高流量和转化率,提升技术应用水平以填补互动性短板,出台培育政策以降低虚拟主播应用成本。

服装消费者使用直播购物的影响因素探究

为探究影响服装消费者使用直播购物的因素,通过文献梳理和分析构建研究理论模型,运用问卷调查法和结构方程模型分析发现:消费者对直播购物的感知有用性、感知易用性、主观规范和信任均对使用直播购物有显著正向影响;感知易用性和主观规范均显著正向影响感知有用性。此外,直播中的社会临场感可以显著影响消费者对直播的信任,但对直播的使用意向影响不显著。研究结论有助于促进服装消费者使用直播购物,对提高相关从业人员的直播营销效果具有借鉴意义。

基于斯坦克伯格博弈理论的直播电商农产品供应链定价策略

为深入理解直播电商环境下农产品供应链的定价策略及面临的挑战,介绍了斯坦克伯格博弈理论及直播电商农产品供应链的框架和核心特征。评述了直播电商农产品供应链定价问题的复杂性,并建立了基于假设的多种决策模型。通过数值分析方法,分析了这些模型的有效性和适用性。结果表明,直播电商环境下农产品供应链定价策略的选择对增加各参与方的利益具有明显影响,且集中决策模式在实现供应链整体利益最大化方面效果最佳。归纳了直播电商农产品供应链面临的主要挑战和决策困境,得出了优化直播电商农产品供应链定价策略的重要性,以期最大化供应链各环节参与者的共同利益。提出了针对直播电商农产品供应链定价问题的改进建议和策略,认为在直播电商快速发展的背景下,采用先进的博弈理论对定价策略进行科学分析与优化,对提升农产品供应链的整体效率和竞争力至关重要。

过度自信下直播电商信用监管的随机演化分析

考虑过度自信和随机扰动对直播电商信用监管决策的影响,引入过度自信刻画主体行为特征,构建直播电商平台、直播商家、消费者三方参与的演化博弈模型,设计无过度自信、单一主体过度自信和多主体过度自信三类过度自信场景.进而,引入白噪声和It?随机微分方程建立随机动力系统.分析各要素对博弈策略演化的影响.研究发现,直播电商平台的过度自信对其积极监管策略选择有正向影响,商家和消费者的过度自信对其自律策略选择和监督策略选择有负向影响.随机扰动对平台、商家和消费者的策略选择均有负向影响,扰动强度越大,波动幅度越大,收敛速度越慢,且无过度自信场景下更显著.从影响商家自律策略选择的演化速度和变化程度来看,声誉机制调控优先级更高;其次,存在商家过度自信的场景下,增加对商家的失信惩罚效果更明显,反之,降低监管成本影响更显著.

东南亚地区跨境电商直播发展机遇、挑战与对策研究

互联网新技术的迭代升级推动了跨境电商的发展,跨境电商直播新业态凭借实时互动的特性为消费者带来了全新的购物体验,进而在全球范围迅速蔓延。东南亚市场作为全球数字经济发展最具潜力的市场之一,庞大的人口红利、较高的互联网渗透率和城市化水平以及中国与东南亚密切的经贸关系,为东南亚地区跨境电商直播提供了巨大的发展机遇。同时,东南亚跨境电商直播发展面临诸多挑战,例如语言多样货币不统一、不同国家间消费偏好差异大、政府监管态度趋严、物流基础设施落后、第三方支付普及度低等。未来,要提高东南亚跨境电商直播本地化运营能力、加强跨境直播电商生态体系建设与风险管理、完善物流基础设施建设、抱团破局拓展东南亚物流业务、建立跨境电商第三方支付系统,以推动东南亚地区跨境电商直播的稳步发展。