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

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dc.contributor.authorWu, Cheng-Chieh
dc.contributor.authorChen, Chao-Jung
dc.contributor.authorChiang, Tai-Wei
dc.date.accessioned2020-12-24T19:33:54Z
dc.date.available2020-12-24T19:33:54Z
dc.date.issued2021-01-05
dc.description.abstractWith 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.extent10 pages
dc.identifier.doi10.24251/HICSS.2021.338
dc.identifier.isbn978-0-9981331-4-0
dc.identifier.urihttp://hdl.handle.net/10125/70952
dc.language.isoEnglish
dc.relation.ispartofProceedings of the 54th 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.subjectDigital and Social Media in Enterprise
dc.subjectaction research
dc.subjecte-commerce
dc.subjectlive streaming
dc.subjectsocial interaction
dc.titleForming the Strategy for Live Streaming e-Commerce: An Action Research
prism.startingpage2770

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