Walking a Fine Line: Customer Participation in Live Streaming Reminder

Date

2024-01-03

Contributor

Advisor

Department

Instructor

Depositor

Speaker

Researcher

Consultant

Interviewer

Narrator

Transcriber

Annotator

Journal Title

Journal ISSN

Volume Title

Publisher

Volume

Number/Issue

Starting Page

1232

Ending Page

Alternative Title

Abstract

Reminder messages play a vital role in customer relationship management. Previous e-mails and short messages have received a lot of attention. However, it is not clear how the reminder message in the academic live streaming affects customer participation. In this paper, we explore the influence mechanism of reminder messages in the live streaming platform based on logistic regression and hidden Markov model (HMM). The analysis results suggest that the reminder message has positive effects on participation while "technostress" causes the inverted U-shaped effect between the reminder frequency and customer participation. In addition, compared with working hours, the reminder message has a greater impact on participation when the corresponding live streaming is during after-work hours. The impact of reminder message wears off as the customer’s usage level of the platform increases. This study not only contributes to customer relationship management, but also has practical significance for academic live streaming platforms.

Description

Keywords

Digitization of the Individual – Personal Decision Analytics, reminder message, live streaming, customer relationship management, technostress, hidden markov model

Citation

Extent

10 pages

Format

Geographic Location

Time Period

Related To

Proceedings of the 57th Hawaii International Conference on System Sciences

Related To (URI)

Table of Contents

Rights

Attribution-NonCommercial-NoDerivatives 4.0 International

Rights Holder

Local Contexts

Email libraryada-l@lists.hawaii.edu if you need this content in ADA-compliant format.