Advertisement

Understanding User Engagement Mechanisms on a Live Streaming Platform

  • Xinwei Wang
  • Dezhi WuEmail author
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 11589)

Abstract

As part of new emerging eCommerce innovations, live streaming has started to gain lots of attention in business world because of its potential capability to boost sales online. Enabling interactions among a real-time seller, users (i.e., viewers) and peer users in e-Commerce platforms, live streaming is promising to facilitate real-time interactions among seller, users and peers online, which are likely to alleviate the physical separation between sellers, users and products in cyber space. Although some businesses are proactive to invest on this new living stream platform with a goal to more effectively engage their users, it is still largely unknown whether this effort can ultimately increase their consumer conversion rates. Accordingly, this research aims to gain more in-depth insights into users’ acceptance of live streaming shopping. Based on multimedia learning and information foraging theories, this research conceptualizes user engagement mechanisms (i.e., product interactivity, communication immediacy, and peer cues) associated with a live streaming platform and furthermore explores how these mechanisms are likely to improve users’ product evaluation and their serendipity to explore more unexpected products, and in turn how they impact users’ attitude and intention to buy products on a live streaming platform. Through an online survey study with 200 users on a live streaming platform, this study finds that the identified three user engagement mechanisms significantly improve users’ capability to evaluate products and their serendipity behavior online, which also have a positive impact on users’ attitude and intention to shop on a live steaming platform.

Keywords

Live streaming User engagement Interactivity Serendipity Product evaluation 

References

  1. 1.
  2. 2.
    Soo, Z.: Attention all shopaholics: now you can shop online and watch live streaming at the same time (2018). https://www.scmp.com. Accessed 30 Nov 2018
  3. 3.
    Amoah, K.: How to use live streaming to promote your E-Commerce brand (2018). https://kudobuzz.com. Accessed 26 Nov 2018
  4. 4.
    Mayer, R.E.: The promise of multimedia learning: using the same instructional design methods across different media. Learn. Instruct. 13, 125–139 (2003)CrossRefGoogle Scholar
  5. 5.
    Mayer, R.E., Moreno, R.: Aids to computer-based multimedia learning. Learn. Instruct. 12, 107–119 (2002)CrossRefGoogle Scholar
  6. 6.
    Pirolli, P.: Information foraging. In: Encyclopedia of Database Systems (2009).  https://doi.org/10.1007/978-0-387-39940-9_205CrossRefGoogle Scholar
  7. 7.
    McCay-Peet, L., Toms, E.G.: Exploring the precipitating conditions of serendipity. In: Proceedings of 2nd Annual Graphics, Animation New Media NCE Conference, Vancouver, BC, Canada (2011)Google Scholar
  8. 8.
    Sun, T., Zhang, M., Mei, Q.: Unexpected relevance: an empirical study of serendipity in retweets. In: Proceedings of 7th International Conference Weblogs and Social Media, Boston (2013)Google Scholar
  9. 9.
    Jiang, J., Benbasat, I.: The effects of presentation formats and task complexity on online consumers’ product understanding. MIS Q. 31(3), 475–500 (2007)CrossRefGoogle Scholar
  10. 10.
    Tortum, H.Z.: Embodies montage: reconsidering immediacy in virtual reality. Master’s thesis, MIT (2016)Google Scholar
  11. 11.
    Li, H., Daugherty, T., Biocca, F.: Characteristics of virtual experience in electronic commerce: a protocol analysis. J. Interact. Mark. 15(3), 13–30 (2001)CrossRefGoogle Scholar
  12. 12.
    Fishbein, M., Ajzen, I.: Belief, attitude, intention and behavior: an introduction to theory and research (1975)Google Scholar
  13. 13.
    Suh, K.S., Chang, S.: User interfaces and consumer perceptions of online stores: the role of telepresence. Behav. Inf. Technol. 25(2), 99–113 (2006)CrossRefGoogle Scholar
  14. 14.
    Fiore, A.M., Kim, J., Lee, H.H.: Effect of image interactivity technology on consumer responses toward the online retailer. J. Interact. Mark. 19(3), 38–53 (2005)CrossRefGoogle Scholar
  15. 15.
    Yi, C., Jiang, Z., Benbasat, I.: Designing for diagnosticity and serendipity: an investigation of social product-search mechanisms. Inf. Syst. Res. 28(2), 413–429 (2017)CrossRefGoogle Scholar
  16. 16.
    Carlson, J.R., Zmud, R.W.: Channel expansion theory and the experiential nature of media richness perceptions. J. Acad. Manag. 42(2), 153–170 (1999)Google Scholar

Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.University of AucklandAucklandNew Zealand
  2. 2.University of South CarolinaColumbiaUSA

Personalised recommendations