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Forming the Strategy for Live Streaming e-Commerce: An Action Research

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Item Summary Wu, Cheng-Chieh Chen, Chao-Jung Chiang, Tai-Wei 2020-12-24T19:33:54Z 2020-12-24T19:33:54Z 2021-01-05
dc.identifier.isbn 978-0-9981331-4-0
dc.description.abstract With the emergence of social media, live streaming change the way of conducting e-business. We focus on investigating the relationship between live-streaming format and its impacts on viewing behavior. Through a participatory action research, this study based on AISAS model to develop the live streaming effectiveness framework. Within two-stage process, research team determined the indicators and real data (i.e., 128 live streams data in 30 days) was collected to examine the performance. The findings confirms celebrity effects and found the existence of lurker situation. The paradox of program design and the cost and benefits is also discussed. Our findings can provide practical suggestions and shed lights for further research on live streaming e-Commerce.
dc.format.extent 10 pages
dc.language.iso English
dc.relation.ispartof Proceedings of the 54th Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.subject Digital and Social Media in Enterprise
dc.subject action research
dc.subject e-commerce
dc.subject live streaming
dc.subject social interaction
dc.title Forming the Strategy for Live Streaming e-Commerce: An Action Research
dc.identifier.doi 10.24251/HICSS.2021.338
prism.startingpage 2770
Appears in Collections: Digital and Social Media in Enterprise

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