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
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
Objective:To analyze the technical indexes of students’online learning behavior analysis based on Kirkman’s evaluation model,sort out the basic indexes of online learning behavior,and extract scientific and efficien...Objective:To analyze the technical indexes of students’online learning behavior analysis based on Kirkman’s evaluation model,sort out the basic indexes of online learning behavior,and extract scientific and efficient evaluation indexes of online learning effect through statistical analysis.Methods:The online learning behavior data of Physiology of nursing students from 2021-2023 and the first semester of 22 nursing classes(3 and 4)were collected and analyzed.The preset learning behavior indexes were analyzed by multi-dimensional analysis and a correlation analysis was conducted between the indexes and the final examination scores to screen for the dominant important indexes for online learning effect evaluation.Results:The study found that the demand for online learning of nursing students from 2021-2023 increased and the effect was statistically significant.Compared with the stage assessment results,the online learning effect was statistically significant.Conclusion:The main indicators for evaluating and classifying online learning behaviors were summarized.These two indicators can help teachers predict which part of students need learning intervention,optimize the teaching process,and help students improve their learning behavior and academic performance.展开更多
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
基金supported by the National Natural Science Foundation of China(72171219,72201264,71921001,71801206,71971203)the Fundamental Research Funds for the Central Universities(WK2040000027)+1 种基金the New Liberal Arts Fund of USTC(FSSF-A-230104)the Four Batch Talent Programs of China.
文摘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.
文摘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.
基金Analysis and Research on Online Learning in Higher Vocational Colleges Based on Kirkpatrick Model-Taking the Course of Physiology as an Example(Project No.:D/2021/03/91)The excellent teaching team of Physiology of Suzhou Vocational College of Health Science and Technology in 2019(Project number:JXTD201912).
文摘Objective:To analyze the technical indexes of students’online learning behavior analysis based on Kirkman’s evaluation model,sort out the basic indexes of online learning behavior,and extract scientific and efficient evaluation indexes of online learning effect through statistical analysis.Methods:The online learning behavior data of Physiology of nursing students from 2021-2023 and the first semester of 22 nursing classes(3 and 4)were collected and analyzed.The preset learning behavior indexes were analyzed by multi-dimensional analysis and a correlation analysis was conducted between the indexes and the final examination scores to screen for the dominant important indexes for online learning effect evaluation.Results:The study found that the demand for online learning of nursing students from 2021-2023 increased and the effect was statistically significant.Compared with the stage assessment results,the online learning effect was statistically significant.Conclusion:The main indicators for evaluating and classifying online learning behaviors were summarized.These two indicators can help teachers predict which part of students need learning intervention,optimize the teaching process,and help students improve their learning behavior and academic performance.
基金Science and Technology Innovation Activity Program for Undergraduates in Zhejiang Province&Xinmiao Talent Program(2020R412051).
文摘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.
