在线直播与电子商务交易外文文献翻译2019-2020.docx

在线直播与电子商务交易外文文献翻译2019-2020.docx

《在线直播与电子商务交易外文文献翻译2019-2020.docx》由会员分享，可在线阅读，更多相关《在线直播与电子商务交易外文文献翻译2019-2020.docx（15页珍藏版）》请在冰点文库上搜索。

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.

Shopping with live streams—also known as live streamingcommerce—iscomparativelynew.Livestreamingcommerceisdefinedasasubsetofecommerceembeddedwithreal-timesocialinteraction,afeatureuniquetolivestreams.Therearetwotypesoflivestreamingcommerce.Thefirstiswhenlivestreamingfeaturesareintroducedinto

15

e-commerce/shoppingsitesorapps.Somestartupshavecomeintothisbusinessandtargetedspecificmarketsegmentations,suchasLivby,whichlaunchedthefirstU.S.mobilelivestreamingshoppingappin2016.OtherexamplesincludePopshopLive,whichallowscreativeindividualstocreatetheirownshoppingchannels,buildtheirpersonalbrands,andsellproductsglobally andShopshops,whichfocusesonconnectingU.S.brandswithChineseconsumersvialivestreams.

Anotherexamplefore-commerceexpandingintolivestreamswasAmazon’s“StyleCodeLive”whichwaslaunchedin2016tobroadcastfashionandbeautyproductstoitscustomersbutcanceleditsserviceinMay2017.AmazonwasthefirstAmericane-commercegianttogetinvolved in livestreaming commerce, albeit unsuccessfully.Morerecently,Talkshoplive,astartuplaunchedinMarch2018,startedtosupportsmallbusinessownerstolivestreamtheirproductsandconnectthemtomainstreambrandsandinfluencers.

Thesecondtypeoflivestreamingcommerceiswhenplatformsthatwereoriginallyforlivestreamsintegratecommercialactivities.InOct.2016,“Live.me”,alivevideochatplatform,launchedanofficialstore,whereuserscouldbuytheitemspromotedbytheirfavoritecreatorswhilestillkeepingoneeyeonthestream.AnotherexampleisTwitch,whichisalivestreamingplatformthatisnotprimarilyaboutsellingproducts,butstreamerscanhavelinksintheirchannelsthatleadtoshoppingsitesand

receivecommissions.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,livestreamingcommerceresearchhasbeen limited. This could be because live streaming shopping isflourishinginChinabutjuststartedintheUnitedStates.Inoneofthefewknownexamplesofscholarshiponthistopic,Caietalexploredlivestreamingshoppingattitudesandfoundoutthatthetopfourreasonsconsumerspreferredtoshopthroughlivestreamsratherthantraditionalonlineshoppingwereproductdemonstration（theabilitytoseehow

products worked）, product information （the ability to ask moreinformationthattheyareinterestedin）,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,whichspecialized

ingaming,andconcludedthatthereweretworeasonsforpeopletoengageinlivestreams:

uniquecontentandinteraction/participation.Forthe streamers, desire to build community and encouragement ofparticipationwithviewersweretheirmotivations.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.Scheibeetalmentioned

thatsocialnetworkingsiteswasanarrowertermofsocialmediaandcouldbecategorizedintoasynchronousandsynchronous.Livestreamingisasynchronoussocialmedia,someresearchcallitmixedmedia,thatcontainssomeuniquefeaturessuchassimultaneityandauthenticitywhichmakesitdifferentfromasynchronoussocialmediasuchasFacebookandTwitter.

Socialcommercereferstoamethodofcommercemediatedbysocialmedia[36].Marsdendefinedsocialcommerceasasubsetofe-commerce:

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

onewase-commerceequippedwithWeb2.0suchasAmazonandanotherwassocialnetworkingsitesintegratedwithe-commercefeature.Forthefirsttypeofsocialcommerce,customerscouldparticipateand create content such as comments and reviews, tag, andrecommendationlists.Forthesecondtype,consumerscouldusewordofmouthtoshareinformationwiththenetworkedcommunity.However,social commerce is still limited （mostly） to asynchronous socialinteraction.

Shoppingthroughlivestreamsisanewwayofshoppingandcontainsnotonlylotsofsocialcommerceattributesbutalsouniquesocial

media attributes. Cai et al defined live streaming commerce ase-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.Usesandgratificationsspecificallyreferstothemotivationsof