Search results

This study investigates how Danmu (danmaku) technological features (DTFs) of recommendation vlogs (rec-vlogs) impact consumer experiences and decisions.

The authors adopt the partial least squares structural equation modeling (PLS-SEM) technique with a sample of 422 viewers of Danmu-enabled rec-vlogs to examine the proposed model.

The DTFs positively affect consumer loyalty intentions through the mediation of social presence and immersion. Also, vlogger-product congruency significantly moderates the relationship between social presence and immersion.

With the increasing popularity of vlogs, retailers have adopted the vlog as a new marketing channel to connect with consumers. Although a growing body of studies focuses on this phenomenon, little is known about how DTFs help to increase consumer loyalty toward using rec-vlogs as product information sources. Anchored on the stimulus–organism–response framework, this study investigates how pseudo-synchronicity, Danmu-content congruency and parallelism, three DTFs used in rec-vlogs, impact consumer experiences of social presence and immersion, eventually influence the consumers' loyalty intentions toward rec-vlogs. The authors also examine whether the effect of social presence on immersion is contingent on vlogger-product congruency. These findings have implications for both researchers and practitioners to understand the effect of DTFs in the context of rec-vlogs.

This article aims to develop and validate a theoretical model via survey data to identify the affordances and challenges influencing metaverse adoption. We specifically examine the impact of immersion on users' adoption decisions and identify which affordances predict this immersion. Additionally, this paper assesses the importance of perceived risks in users' decision-making processes regarding future metaverse engagement.

Using regression models applied to 198 survey responses, we tested our proposed model. To deepen our insights, we also conducted a qualitative analysis.

The findings confirm that users' perceptions of immersion and perceived risks are critical determinants in adoption decisions. Social presence, influenced by factors such as ubiquity and interoperability, emerges as a key component of immersion. From the qualitative data, we identified two potential strategies to enhance metaverse immersion: technical improvements and offline device-assisted strategies.

Our study contributes to the literature on information systems (IS) adoption and provides practical insights for practitioners on crucial considerations in metaverse design.

The aim of this study was to conduct a systematic literature review (SLR) on vlog marketing. The focus was to analyse the major themes in this field and provide insights for future research directions.

The authors reviewed a total of 49 peer-reviewed publications that include the search terms “vlog” or “video blog” in their titles, keywords and abstracts, retrieved from digital databases Scopus and Web of Science, up to the end of July 2023. Thematic analysis was used to examine and synthesise the articles.

The authors found 19 sub-themes and identified four major themes that emerged from the literature: (1) endorsement outcomes, (2) vlogger characteristics, (3) consumer credibility and (4) vlog content crafting.

There are many unanswered questions in the literature, suggesting that vlog marketing research is still in its infancy, and that in-depth further studies are required for a more comprehensive understanding of the field. This study has identified potential avenues for future research that may contribute to the existing body of knowledge and valuable insights on vlog marketing.

This study explores how perceived interactivity effects in Livecommerce influences consumers' shopping intentions in live stream commerce. The authors specifically examine the mediating roles of immersion and hedonic/utilitarian gratification, as well as the moderating role of product involvement in identifying the boundary conditions.

A scenario-based online survey was conducted among American consumers via Prolific.co, an online crowdsourcing platform. The final sample included 187 respondents (male, 63.1 per cent; Caucasian, 61.5 per cent).

The results indicate that perceived interactivity significantly influenced consumers' shopping intentions. Consumers' sense of immersion and hedonic/utilitarian gratification were identified as serial mediators between perceived interactivity and consumers' shopping intentions. It was also found that individuals' product involvement moderated the serial effects of perceived interactivity on consumers' shopping intentions in live stream commerce.

This study provides empirical evidence that perceived interactivity plays an important role in creating an effectively immersive media experience in live stream commerce, which further contributes to higher shopping intentions via perceived utilitarian and hedonic gratifications. It was also found that varying levels of product involvement can have differing effects. Managerial implications are provided.

In the present world of constant connectivity, the barrage system, as a system of real-time dynamic comments coupled with video content, has become a popular interactive system technology for video sharing platforms. This study investigates how barrage system fluctuation characteristics, namely, barrage fluctuation amplitude and frequency, impact user interaction.

The research model was estimated with a fixed-effects regression applied to a longitudinal panel dataset collected from one of the most popular video sharing platforms in China (Bilibili.com).

Barrage fluctuation frequency has positive effects on users' real-time (synchronous) barrage interaction and the traditional (asynchronous) comment interaction. Barrage fluctuation amplitude has a positive effect on users' real-time (synchronous) barrage interaction but a negative effect on traditional (asynchronous) comment interaction. In addition, the interaction effects of the barrage fluctuation frequency and the barrage fluctuation amplitude on user interaction show adverse effects.

The results revealed the impact of different barrage fluctuation characteristics on different forms of interaction and provide important theoretical contributions and managerial implications in terms of user interaction on video sharing platforms.

Student participation has been an important issue for information literacy (IL) teachings. The purpose of this paper is to promote active student participation in IL courses with Rain Classroom, an intelligent teaching tool.

Using mixed method research, the paper presents a practical case study of the author’s experiences with Rain Classroom to improve teaching and learning of IL.

The study shows that Rain Classroom helps implement problem-based learning, promote student participation in class interaction and optimize learning experience, which facilitates a shift of the IL course from passive to active learning.

It is known that university public courses have large class sizes (more than 50 students per class), and, therefore, class interaction is difficult to organize. So this is a big issue for the researchers to study.

The proposed Rain Classroom is a free teaching tool and can be used in other academic libraries to enhance active student participation in IL lessons.

The paper includes implications for improving interaction in large-size conference or trainings using Rain Classroom.

The existing literature has not traced the reports on using the Rain Classroom to enhance student participation in IL courses in academic libraries. This paper intends to fill this gap and share practical methods and experiences, deepening the application research of Rain Classroom.

This paper aims to examine the relationship between social presence and consumer purchase intention in the context of livestreaming commerce and test the mediating role of immersive experience and the moderating role of positive emotions.

The authors used a convenience sampling method to select 408 college students from a university in Ganzhou as the participants. They employed structural equation modeling to test the hypotheses, as well as Hayes' PROCESS to test the mediation and moderation effects.

The authors found that immersion experiences partially mediate the relationship between social presence and consumers' purchase intentions and positive emotions moderate the “social presence–immersion experience–consumer purchase intentions” path. Therefore, social presence constitutes a moderating mediating effect on consumer purchase intentions.

This study offers meaningful insights into how livestreamers and e-retailers can stimulate consumers' buying behavior in livestreaming environments. E-commerce platforms should strengthen consumer interactions and increase consumers' perceptions of social presence. In addition, companies should meet the social and psychological needs of consumers and generate positive emotional resonance.

This research sheds light on the effect of social presence on consumer purchase intentions in livestreaming commerce and extends the social presence literature by investigating the mediation mechanism of immersive experience.

This study examines the relationship between streamers' product descriptions, customer comments and online sales and focuses on the moderating effect of streamer–viewer relationship strength.

Between June 2021 and April 2022, the structured data of 965 livestreaming and unstructured text data of 42,956,147 characters from two major live-streaming platforms were collected for the study. Text analysis and regression analysis methods were employed for data analysis.

First, the authors' analysis reveals an inverted U-shaped relationship between comment length and product sales. Notably, comment volume and comment emotion positively influence product sales. Furthermore, the semantic richness, emotion and readability of streamers' product descriptions also positively influence product sales. Secondly, the authors find that the strength of streamer–viewer relationship weakens the positive effects of comment volume and comment emotion without moderating the inverted U-shaped effect of comment length. Lastly, the strength of streamer–viewer relationship also diminishes the positive effects of emotion, semantics and readability of streamers' product descriptions on product sales.

This study is the first to concurrently examine the direct and interactive effects of user-generated content (UGC) and marketer-generated content (MGC) on consumer purchase behaviors in livestreaming e-commerce, offering a novel perspective on individual decision-making and cue utilization in the social retail context.

The paper focuses on online younger viewers’ motivation to purchase virtual gifts on live-streaming platforms. To explore influencing factors, this study draws on the Capability-Opportunity-Motivation-Behaviour (COM-B) theory and liberal-conservative thinking theory to establish the research model. It analyses factors that influence the use of environmental opportunity, personal capability and personal thinking style units, which differ from traditional user behaviour research.

Through the variance-based structural equation modelling and partial least squares path modelling, three influencing factors positively affect online younger viewers’ virtual gift-purchasing motivation: technical opportunity, financial capability and liberal thinking.

Considering the economic imbalance between urban and rural regions, this paper focuses on online younger viewers’ regional differences and designs their urban-rural backgrounds as moderating factors. The multi-group analysis based on a non-parametric approach presents several significant points in the current study, such as younger viewers from rural areas paying more attention to technical opportunities and liberal thinking factors.

The study distinguishes the differences between urban and rural areas and explores online viewers’ specific opinions on the virtual gift-sending system. The regional differences are caused by local technical development and economic background. The results can help live-streaming platform managers and related departments improve their techniques and functions, aiming to drive the development of the live-streaming industry.