在线直播与电子商务交易外文文献翻译.docx

在线直播与电子商务交易外文文献翻译.docx

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在线直播与电子商务交易外文文献翻译

在线直播与电子商务交易外文文献翻译2019-2020

英文

LiveStreamingCommerce:

UsesandGratificationsApproachtoUnderstandingConsumers’Motivations

DongheeYvetteWohn

Introduction

Livestreaminghasbecomeextremelypopularinrecentyears,spurringalotofresearcharoundthistopic.Someresearchhasfocusedontechnicalissuesoflivestreamingsystems;otherresearchwasaboutuser-generatedcontent,streamers’motives,andviewers’motives;andsomeresearchfocusedonspecificplatformssuchasYouTubeLive,Twitch,andPeriscope.In2007,Friedländeridentifiedthatthemaincategoriesoflivestreamingcontentarechatting,sharinginformation,24/7,“sliceoflife”,andentertainmentmedia,onthebasisofcontentfromthreedifferentcountries（Germany,UnitedStates,andJapan）acrossdifferentplatforms（YouNow,Periscope,andUstream）.Missingfromthisanalysis,however,waslivestreamingcommerce.

Shoppingwithlivestreams—alsoknownaslivestreamingcommerce—iscomparativelynew.Livestreamingcommerceisdefinedasasubsetofecommerceembeddedwithreal-timesocialinteraction,afeatureuniquetolivestreams.Therearetwotypesoflivestreamingcommerce.Thefirstiswhenlivestreamingfeaturesareintroducedintoe-commerce/shoppingsitesorapps.Somestartupshavecomeintothisbusinessandtargetedspecificmarketsegmentations,suchasLivby,whichlaunchedthefirstU.S.mobilelivestreamingshoppingappin2016.OtherexamplesincludePopshopLive,whichallowscreativeindividualstocreatetheirownshoppingchannels,buildtheirpersonalbrands,andsellproductsgloballyandShopshops,whichfocusesonconnectingU.S.brandswithChineseconsumersvialivestreams.

Anotherexamplefore-commerceexpandingintolivestreamswasAmazon’s“StyleCodeLive”whichwaslaunchedin2016tobroadcastfashionandbeautyproductstoitscustomersbutcanceleditsserviceinMay2017.AmazonwasthefirstAmericane-commercegianttogetinvolvedinlivestreamingcommerce,albeitunsuccessfully.Morerecently,Talkshoplive,astartuplaunchedinMarch2018,startedtosupportsmallbusinessownerstolivestreamtheirproductsandconnectthemtomainstreambrandsandinfluencers.

Thesecondtypeoflivestreamingcommerceiswhenplatformsthatwereoriginallyforlivestreamsintegratecommercialactivities.InOct.2016,“Live.me”,alivevideochatplatform,launchedanofficialstore,whereuserscouldbuytheitemspromotedbytheirfavoritecreatorswhilestillkeepingoneeyeonthestream.AnotherexampleisTwitch,whichisalivestreamingplatformthatisnotprimarilyaboutsellingproducts,butstreamerscanhavelinksintheirchannelsthatleadtoshoppingsitesandreceivecommissions.Viewerscanalsobuyvirtualproductscalledbitswithrealmoneyto“cheer”streamersthattheyappreciate.

WhiletheuseoflivestreamingforshoppingisstillinitsinfancyintheUnitedStates,e-commerceisoneofthemostpopularapplicationsforlivestreaminginChina.Moreandmoree-commercebusinessesarejoininglivestreamingshopping.Almostallthemaine-commerceplatformshaveopenedlivestreamingchannelssuchasT,JD.com,VIP.com,andM.Theyoftenpromoteaneventbyinvitingsocialmediainfluencersorstars（internetcelebrities）ordirectlycooperatewithbrandstobroadcasttheproducts.Forexample,StarbucksstreameditsnewstoreopeningonTaobaoandattracted180,000viewersinthreehours;TexclusivelystreamedtheeventofiPhoneXreleaseinChina.TaobaoLive,whichisoperatedbyAlibaba,hasalreadyhadmorethan10,000internetcelebritiesintroduceandpromoteallkindsofproductsthroughlivestreamssuchasmakeup,clothing,andfood.

Despitegrowingpopularity,livestreamingcommerceresearchhasbeenlimited.ThiscouldbebecauselivestreamingshoppingisflourishinginChinabutjuststartedintheUnitedStates.Inoneofthefewknownexamplesofscholarshiponthistopic,Caietalexploredlivestreamingshoppingattitudesandfoundoutthatthetopfourreasonsconsumerspreferredtoshopthroughlivestreamsratherthantraditionalonlineshoppingwereproductdemonstration（theabilitytoseehowproductsworked）,productinformation（theabilitytoaskmoreinformationthattheyareinterestedin）,excitementaboutnoveltyofanewwaytoshop,andinteraction（theabilitytocommunicatewiththestreamerandotherviewers）.Inthisstudy,wewillapplyusesandgratificationsasthetheoreticalbackgroundandpreliminarilyexplorethemotivationstouselivestreamingcommerceandexaminehowthesemotivationspredictbehavioralintentionstoengageinlivestreamingcommerceinthefuture.Wefirstsummarizethecurrentresearchaboutmotivesofusinglivestreams,thenintroducetheconceptoflivestreamingcommerceandusesandgratificationstheoryintegratedintoonlineshopping.Finally,resultsofanonlinesurveyarepresented,anddesignimplicationsarediscussed.

Motivationofusinglivestreams

Becauselivestreamingcommerceisanewphenomenoninonlineshopping,thereislimitedresearchonit.Mostexistingresearchisaboutgeneralmotivationsoflivestreamersand/orviewers.Friedländerdidresearchtomeasurestreamers’motivationsonsociallivestreamingservices（N=7,667）acrossdifferentplatformsandcountriesandfoundthat,ingeneral,thevarietyishugeandtopsix（higherthan10%）motivesareboredom（21.8%）,socializing（16.38%）,toreachaspecificgroup（15.2%）,needtocommunicate（14.70%）,fun（13.5%）,andselfexpression（11.02%）.HamiltonetalstudiedstreamingonTwitch,whichspecializedingaming,andconcludedthatthereweretworeasonsforpeopletoengageinlivestreams:

uniquecontentandinteraction/participation.Forthestreamers,desiretobuildcommunityandencouragementofparticipationwithviewersweretheirmotivations.Fortheviewers,threemotiveswereidentifiedthroughinterviews:

intentiontolearnaboutaparticulargame,friendlinessofthestreamers,andsocialinteraction.

Otherrelatedresearchdidnotdistinguishthemotivationsbetweenstreamersandviewersandjustlookedatthegeneralmotivationsofusers.Forinstance,aresearchstudyaboutYouNow（asociallivestreamingservice）onwhichalmosthalfofuserswerebothstreamersandviewers,showedthatthemainmotivationstousethisplatformwereeaseofuse,satisfactionoftheneedofself-presentation,boredom,andacceptancebythecommunity.BründlandHesssynthesizedfivemotivationsforcontentcontributionoflivestreamingplatforms:

enjoyment,self-expressionandidentity,informationdissemination,monetaryincentives,andsocialinteractionandcommunity.Thesestudiesgiveusageneralideaofwhypeopleengageinlivestreams,butdonotgiveusspecificinformationaboutthecontextoflivestreamingcommerce.

Whatislivestreamingcommerce?

SocialmediareferstoagroupofInternet-basedapplicationsbuiltontheideologicalandtechnologicalfoundationsofWeb2.0thatallowsforcreationandexchangeofuser-generatedcontent.Scheibeetalmentionedthatsocialnetworkingsiteswasanarrowertermofsocialmediaandcouldbecategorizedintoasynchronousandsynchronous.Livestreamingisasynchronoussocialmedia,someresearchcallitmixedmedia,thatcontainssomeuniquefeaturessuchassimultaneityandauthenticitywhichmakesitdifferentfromasynchronoussocialmediasuchasFacebookandTwitter.

Socialcommercereferstoamethodofcommercemediatedbysocialmedia[36].Marsdendefinedsocialcommerceasasubsetofe-commerce:

itusessocialnetworksitesforsocialinteractionstofacilitateonlineshopping.KimandPark[24]definedsocialcommerceasanewbusinessmodelofe-commercedrivenbysocialmediafacilitatingthepurchasingandsellingofproductandservice.Twotypesofsocialcommercewereidentified:

onewase-commerceequippedwithWeb2.0suchasAmazonandanotherwassocialnetworkingsitesintegratedwithe-commercefeature.Forthefirsttypeofsocialcommerce,customerscouldparticipateandcreatecontentsuchascommentsandreviews,tag,andrecommendationlists.Forthesecondtype,consumerscouldusewordofmouthtoshareinformationwiththenetworkedcommunity.However,socialcommerceisstilllimited（mostly）toasynchronoussocialinteraction.

Shoppingthroughlivestreamsisanewwayofshoppingandcontainsnotonlylotsofsocialcommerceattributesbutalsouniquesocialmediaattributes.Caietaldefinedlivestreamingcommercease-commercethatintegratesreal-timesocialinteractionthroughlivestreams.Fromthisperspective,wecouldanalogouslyunderstandlivestreamingcommerce,fromKimandPark’ssocialcommercedefinition,asasubsetofecommercethatuseslivestreamsforreal-timesocialinteractionstofacilitateshopping.Real-timeinteractionamongsteamersandviewersisthemainattributeoflivestreamingcommerce.

Understandinglivestreamingcommercefromperspectivesofbothsocialmediaande-commercehelpsusidentifytheoriesthatcouldbeappliedinthesedomainstoourresearch.

Usesandgratificationsapproachtounderstandinglivestreamingcommerce

Sincelivestreamingcommercecanbebothfromtheperspectiveofthestreameraswellastheconsumer（i.e.,theviewerofthelivestream）,wewillfocusonconsumers’motivationsinthisresearch.However,littleresearchhasbeendoneonlivestreamingcommercespecifically,soweturnedtoliteratureonmotivationsofusinge-commerceandsocialmedia,respectively.Asformediause,usesandgratificationstheoryiswidelyusedasaguidingapproachtounderstandingconsumers’needstousemedia.Usesandgratificationsspecificallyreferstothemotivationsofmediauseandthesa