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1 – 10 of over 1000Tulsi Pawan Fowdur, M.A.N. Shaikh Abdoolla and Lokeshwar Doobur
The purpose of this paper is to perform a comparative analysis of the delay associated in running two real-time machine learning-based applications, namely, a video quality…
Abstract
Purpose
The purpose of this paper is to perform a comparative analysis of the delay associated in running two real-time machine learning-based applications, namely, a video quality assessment (VQA) and a phishing detection application by using the edge, fog and cloud computing paradigms.
Design/methodology/approach
The VQA algorithm was developed using Android Studio and run on a mobile phone for the edge paradigm. For the fog paradigm, it was hosted on a Java server and for the cloud paradigm on the IBM and Firebase clouds. The phishing detection algorithm was embedded into a browser extension for the edge paradigm. For the fog paradigm, it was hosted on a Node.js server and for the cloud paradigm on Firebase.
Findings
For the VQA algorithm, the edge paradigm had the highest response time while the cloud paradigm had the lowest, as the algorithm was computationally intensive. For the phishing detection algorithm, the edge paradigm had the lowest response time, and the cloud paradigm had the highest, as the algorithm had a low computational complexity. Since the determining factor for the response time was the latency, the edge paradigm provided the smallest delay as all processing were local.
Research limitations/implications
The main limitation of this work is that the experiments were performed on a small scale due to time and budget constraints.
Originality/value
A detailed analysis with real applications has been provided to show how the complexity of an application can determine the best computing paradigm on which it can be deployed.
The advent of online live streaming platforms (OLSPs) and online health communities (OHCs) has expedited the integration of traditional medical services with Internet new media…
Abstract
Purpose
The advent of online live streaming platforms (OLSPs) and online health communities (OHCs) has expedited the integration of traditional medical services with Internet new media technology. Since the practice of physicians conducting live streaming is a relatively new phenomenon, the potential cross-platform effects of such physicians’ live streaming have not received adequate attention.
Design/methodology/approach
This study collected data from 616 physicians specializing in cardiology, obstetrics and gynecology and neurology between April and November 2022 on Live.Baidu.com and WeDoctor.com. It constructed a panel data set comprising a total of 4,928 observations over an 8-month period and validated the model using empirical analysis with the fixed-effects method.
Findings
We find evidence of cross-platform influence in online healthcare. Physicians’ live streaming behavior (whether live or not and the heat of their streams) on OLSPs positively impacts both their consultation and reputation on OHCs. Additionally, physicians’ ability positively moderates the relationships between live streaming heat and their performance (in terms of consultation volume and reputation) on OHCs. However, ability does not moderate the relationship between physicians’ live streaming status (live or not) and their performance (in terms of consultation and reputation) on OHCs. Furthermore, the attractive appearance of the physicians also significantly moderates the impact in a positive way.
Originality/value
This is one of the pioneering studies on physicians’ live streaming. The study offers vital guidance for physicians and patients utilizing dual platforms and holds significant reference value for platform operators (such as OLSPs and OHCs) aiming to optimize platform operations and for the government in policy formulation and industry regulation.
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Xixian Peng, Jiaqi Ren and Yutong Guo
E-commerce live streaming (ELS) has become a new and important shopping channel. Although previous studies have provided insightful findings on how to engage consumers in ELS…
Abstract
Purpose
E-commerce live streaming (ELS) has become a new and important shopping channel. Although previous studies have provided insightful findings on how to engage consumers in ELS, limited effort has been made to explore the role of factors of live streaming rooms. Based on the literature on space perception and the retail environment, this study aims to develop a theoretical model to examine how perceived distance and perceived depth affect consumers' affective and cognitive perceptions and then further impact product attitude in ELS.
Design/methodology/approach
This study collected 414 valid survey responses to test the proposed research model. Survey data were analyzed using partial least squares (PLS)-structural equation modeling. The PLS Multi-Group analysis (PLS-MGA) was used to test the consistency of the research model across different product types and watching durations.
Findings
The results suggest that environmental factors of a live streaming room (i.e. perceived distance and perceived depth) can impact consumers' attitudes toward the product in the live streaming via both cognitive and affective routes. These effects keep consistent across different product types and watching durations.
Originality/value
The paper focuses on the environmental perspective, which is unexplored in previous literature on ELS. It highlights the importance of the space design of live streaming rooms.
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Keshan (Sara) Wei and Wanyu Xi
With the development of social media, live-streaming has become an indispensable marketing activity for firms, especially in China. From the initial cooperation with the…
Abstract
Purpose
With the development of social media, live-streaming has become an indispensable marketing activity for firms, especially in China. From the initial cooperation with the influencer, firms begin to create their own live-streaming channel, namely, the brands' self-built live-streaming. The purpose of this study is to explore the process of consumer engagement in the brands' self-built live-streaming.
Design/methodology/approach
This research comprises two experimental studies. Study 1 examined the effect of streamer types (CEO vs. celebrity) on consumer engagement. Study 2 investigated the moderating effects of product innovativeness.
Findings
Results showed that CEO streamers could enhance consumer engagement by increasing consumers' cognitive trust, and celebrity streamers could enhance consumer engagement by increasing consumers' emotional trust. In addition, consumer engagement was higher for really new products (vs. incremental new products) in CEO streamers' (vs. celebrity streamers') live-streaming.
Originality/value
Compared with previous studies that focused on streamers based on the influencer marketing, this study expands the scope of research on the live-streaming ecosystem by exploring the effect of different streamer types on the brands' self-built live-streaming. By investigating consumer engagement, this study gives implications for the sustainable traffic issue in live-streaming e-commerce.
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Yingxia Li, Norazlyn Kamal Basha, Siew Imm Ng and Qiaoling Lin
Cultivating loyal customers is a pressing concern for streamers. The present study investigates how to build interpersonal relationships with streamers and whether different…
Abstract
Purpose
Cultivating loyal customers is a pressing concern for streamers. The present study investigates how to build interpersonal relationships with streamers and whether different interpersonal relationship factors lead to repurchase intention and WOM intention in live streaming commerce. The moderating effect of gender is also examined.
Design/methodology/approach
A self-administered questionnaire was completed by 429 live streaming commerce users in mainland China. Partial least squares structural equation modeling was used to test the research hypotheses.
Findings
The results indicate that all four streamer attributes (expertise, authenticity, attractiveness, and homophily) have a positive influence on swift guanxi, and swift guanxi is effective in predicting both calculative commitment and affective commitment. In addition, all interpersonal relationship factors (swift guanxi, calculative commitment, and affective commitment) significantly affect repurchase intentions, with only affective commitment being linked to WOM intention. Also, the moderating role of gender was confirmed in expertise – swift guanxi, attractiveness – swift guanxi, cognitive commitment – repurchase intention and affective commitment – repurchase intention linkages.
Originality/value
This paper contributes to the live streaming commerce literature by integrating swift guanxi, calculative commitment, and affective commitment to understand the repurchase intention and WOM intention from the relationship-building process perspective. In addition, this paper enriches the source credibility and source attractiveness models by identifying gender boundaries on the effectiveness of these models in predicting swift guanxi.
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Qiang Yang, Jiale Huo, Hongxiu Li, Yue Xi and Yong Liu
This study investigates how social interaction-oriented content in broadcasters' live speech affects broadcast viewers' purchasing and gift-giving behaviors and how broadcaster…
Abstract
Purpose
This study investigates how social interaction-oriented content in broadcasters' live speech affects broadcast viewers' purchasing and gift-giving behaviors and how broadcaster popularity moderates social interaction-oriented content's effect on the two different behaviors in live-streaming commerce.
Design/methodology/approach
A research model was proposed and empirically tested using a panel data set collected from 537 live streams via Douyin (the Chinese version of TikTok), one of the most popular live broadcast platforms in China. A fixed-effects negative binomial regression model was used to examine the proposed research model.
Findings
This study's results show that social interaction-oriented content in broadcasters' live speech has an inverted U-shaped relationship with broadcast viewers' purchasing behavior and shares a positive linear relationship with viewers' gift-giving behavior. Furthermore, broadcaster popularity significantly moderates the effect of social interaction-oriented content on viewers' purchasing and gift-giving behaviors.
Originality/value
This research enriches the literature on live-streaming commerce by investigating how social interaction-oriented content in broadcasters' live speech affects broadcast viewers' product-purchasing and gift-giving behaviors from the perspective of broadcast viewers' attention. Moreover, this study provides some practical guidelines for developing live speech content in the live-streaming commerce context.
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Single-shot multi-category clothing recognition and retrieval play a crucial role in online searching and offline settlement scenarios. Existing clothing recognition methods based…
Abstract
Purpose
Single-shot multi-category clothing recognition and retrieval play a crucial role in online searching and offline settlement scenarios. Existing clothing recognition methods based on RGBD clothing images often suffer from high-dimensional feature representations, leading to compromised performance and efficiency.
Design/methodology/approach
To address this issue, this paper proposes a novel method called Manifold Embedded Discriminative Feature Selection (MEDFS) to select global and local features, thereby reducing the dimensionality of the feature representation and improving performance. Specifically, by combining three global features and three local features, a low-dimensional embedding is constructed to capture the correlations between features and categories. The MEDFS method designs an optimization framework utilizing manifold mapping and sparse regularization to achieve feature selection. The optimization objective is solved using an alternating iterative strategy, ensuring convergence.
Findings
Empirical studies conducted on a publicly available RGBD clothing image dataset demonstrate that the proposed MEDFS method achieves highly competitive clothing classification performance while maintaining efficiency in clothing recognition and retrieval.
Originality/value
This paper introduces a novel approach for multi-category clothing recognition and retrieval, incorporating the selection of global and local features. The proposed method holds potential for practical applications in real-world clothing scenarios.
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Garima Sahu, Gurinder Singh, Gurmeet Singh and Loveleen Gaur
With over-the-top (OTT) streaming services rapidly transforming the media industry and saturating the market, the authors' study seeks to enrich the goal-directed behaviour model…
Abstract
Purpose
With over-the-top (OTT) streaming services rapidly transforming the media industry and saturating the market, the authors' study seeks to enrich the goal-directed behaviour model by exploring how perceived risks and descriptive norms influence OTT consumption.
Design/methodology/approach
Survey data from OTT subscribers were collected online to assess their risk behaviours. The 353 responses obtained were analysed with SmartPLS, validating the structural equation modelling (SEM) through structural and measurement model verification.
Findings
The authors' findings illustrate that descriptive norm, perceived behavioural control, as well as positive and negative anticipated emotion (NEM) and attitude, contribute positively to the desire to engage with OTT streaming services. Interestingly, the authors' study contradicts common assumptions, revealing that subjective norms do not significantly impact the propensity to utilise OTT services. This counterintuitive finding necessitates a reconsideration of prevalent theories and contributes to a nuanced understanding of OTT adoption determinants.
Research limitations/implications
The data gathering for this study were conducted from the perspective of a single nation. Therefore, caution must be exercised when generalising this study's results.
Practical implications
The practical ramifications of this research are vast, providing OTT service providers and marketers with actionable insights to maximise user engagement and navigate perceived risks related to OTT service adoption and consumption.
Originality/value
This study's exploration of perceived risks and descriptive norms enhances the goal-directed behaviour model's breadth, facilitating a holistic comprehension of the constructs shaping OTT consumption behaviours. It would be the first attempt to combine perceptual, affective and behavioural factors and perceived risks to understand the user's predisposition to engage in OTT streaming services.
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Keywords
Xiaojiang Zheng and Shixuan Fu
In tourism live streaming (TLS), streamers strive to capture viewers’ attention by responding quickly to viewers’ requests and providing tourism-related knowledge. However, the…
Abstract
Purpose
In tourism live streaming (TLS), streamers strive to capture viewers’ attention by responding quickly to viewers’ requests and providing tourism-related knowledge. However, the effectiveness of such practices in the TLS context remains unclear. Accordingly, based on flow theory, this study aims to uncover the effects of responsiveness and knowledge spillover on viewers’ travelling intentions.
Design/methodology/approach
The authors collected 319 valid questionnaires to examine the proposed model. Followingly, the authors used a partial least squares structural equation modelling approach using SmartPLS 4 to analyse the survey data.
Findings
The authors found that responsiveness could enhance viewers’ flow experience and destination attachment, fostering travelling intentions. The authors further found that knowledge spillover strengthened the relationship between responsiveness and travelling intentions and responsiveness and flow experience.
Originality/value
This study broadens the scope of extant tourism research by juxtaposing the effects of responsiveness and knowledge spillover on viewers’ travelling intentions in the TLS context. Practically, the findings provide valuable insights for streamers to conduct appropriate viewer–streamer interaction strategies by providing instant responses and tourism-related knowledge to viewers.
目的
在旅游直播中, 主播常常通过快速响应观众并提供目的地知识, 以吸引观众注意。然而这种策略是否有效地提升了观众的旅游意愿仍需进一步验证。因此, 本研究基于心流理论验证了响应性及知识溢出效应对观众旅游意愿的影响。
设计/方法/途径
我们通过评估319份有效问卷来检验所提出的模型, 采用了SmartPLS软件构建偏最小二乘结构方程模型(PLS-SEM)分析问卷数据。
研究发现
我们发现, 响应性将增强观众的心流体验和目的地依恋感, 从而促进旅游意愿。此外, 知识溢出效应强化了响应性和旅游意愿及响应性和心流体验之间的关系。
原创性/价值
本研究同时关注响应性及知识溢出在旅游直播情境下对观众旅游意愿的影响机制。从实践层面, 本研究为旅游主播提供了高效互动及目的地推广的策略。
Propósito
En las retransmisiones turísticas en directo (TLS), los organizadores se esfuerzan por captar la atención de los espectadores respondiendo de forma rápida a sus peticiones y aportando conocimientos relacionados con el turismo. Sin embargo, la eficacia de estas prácticas en el contexto de la retransmisión turística en directo sigue sin estar clara. Por consiguiente, este estudio, basado en la teoría del flujo, trata de descubrir los efectos de la capacidad de respuesta y la difusión de conocimientos en la intención de viajar de los espectadores.
Diseño/metodología/enfoque
Se recogieron 319 cuestionarios válidos para examinar el modelo propuesto. Seguidamente, se aplicó la técnica de ecuaciones estructurales con mínimos cuadrados parciales (PLS-SEM) mediante el software SmartPLS para analizar los datos de la encuesta.
Resultados
Se concluye que la capacidad de respuesta mejoraría la experiencia de flujo de los espectadores y el apego al destino, fomentando su intención de viajar. Además, se comprueba que la difusión de conocimientos fortalece la relación entre (1) la capacidad de respuesta y la intención de viajar y (2) la capacidad de respuesta y la experiencia de flujo.
Originalidad/valor
La presente investigación amplía el enfoque de los estudios existentes en la investigación turística al aproximar los efectos de la capacidad de respuesta y la difusión de conocimientos sobre la intención de viajar de los espectadores en el contexto de retransmisiones turísticas en directo. Desde el punto de vista práctico, los resultados aportan ideas para que los streamers empleen estrategias de interacción apropiadas con los espectadores, proporcionándoles respuestas instantáneas y transmitiéndoles conocimientos relacionados con el turismo.
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Xiang Chen, Shuojia Guo and Shuhua Han
This paper critically examines the effectiveness of male anchor in cross-gender endorsements and questions whether it can truly deliver positive outcomes for advertisers in the…
Abstract
Purpose
This paper critically examines the effectiveness of male anchor in cross-gender endorsements and questions whether it can truly deliver positive outcomes for advertisers in the context of live streaming. It explores the underlying mechanisms of this effect by examining the mediation effect of perceived gender-identity incongruence and the moderation effect of anchor presence.
Design/methodology/approach
Three experiments are conducted to examine the effect of cross-gender endorsement on purchase intention.
Findings
The findings from three experiments provide empirical evidence that the endorsement of female-gendered products by male anchors leads to a significant decrease in the evaluation of these products among female consumers. This negative effect is mediated by a sense of gender-identity incongruence experienced by female consumers. Furthermore, the study demonstrates that female customers exhibit higher purchase intent for female-gendered products endorsed by male virtual anchors compared to real anchors; however, the same pattern was not observed in the case of female anchors.
Originality/value
This paper empirically examines the possible negative effects of the male anchor endorsement in the live streaming context. It reveals the underlying mechanism of this negative effect, and how the virtual “presence” take a role in this underlying mechanism.
Details