Walking a Fine Line: Customer Participation in Live Streaming Reminder

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dc.contributor.authorZhang, Xi
dc.contributor.authorCheng, Zifeng
dc.contributor.authorLiu, Xiaopei
dc.contributor.authorJin, Bo
dc.date.accessioned2023-12-26T18:36:53Z
dc.date.available2023-12-26T18:36:53Z
dc.date.issued2024-01-03
dc.identifier.doi10.24251/HICSS.2024.151
dc.identifier.isbn978-0-9981331-7-1
dc.identifier.other1231b2c3-fa9e-4f6e-8009-812c1487355f
dc.identifier.urihttps://hdl.handle.net/10125/106528
dc.language.isoeng
dc.relation.ispartofProceedings of the 57th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectDigitization of the Individual – Personal Decision Analytics
dc.subjectreminder message
dc.subjectlive streaming
dc.subjectcustomer relationship management
dc.subjecttechnostress
dc.subjecthidden markov model
dc.titleWalking a Fine Line: Customer Participation in Live Streaming Reminder
dc.typeConference Paper
dc.type.dcmiText
dcterms.abstractReminder 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.
dcterms.extent10 pages
prism.startingpage1232

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