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The purpose of this paper is to elucidate the relationship between the political orientation of television viewers and their perception of television programming quality.

Information from a sample of 2,843 viewers is used. Ordinary least square models are estimated to test the theoretical hypotheses.

The results suggest that the ideological position of viewers has a significant bearing on their evaluation of the quality of television channels. They also point to the key role played by news programming in the audience’s general assessment of channels quality.

There are a number of limitations to this research, which are largely related to the data analyzed, since they are cross-sectional and measures based on a single item are used. Future research in this field ought to take the multidimensional nature of the concepts discussed here into greater consideration.

If political orientation colors viewer perception of quality television, it seems worthwhile for television schedulers to have more information about the political-ideological profile of their audience, so as to design a more appealing programming range for their target viewers. Regarding the impact of the perceived quality of news programs on the perceived quality of the whole channel, it would make sense for television managers to invest in news programs not only on the basis of the size of the audience reached, but also as a way to build up a strong brand and to differentiate it from competitors.

There is scarce empirical research on the perceptions of quality media and television by viewers. This paper develops and tests hypotheses that contribute to a better knowledge of the mechanisms that generate the perceptions of consumers about the quality of television channels.

The Sports Live Streaming Platforms (SLSPs) have taken centre stage in broadcasting sporting events. This study adopts the value creation sphere (VCS) model and the service dominant logic (SDL) to unpack the value co-creation process on SLSPs.

A case study with one of the most representative SLSPs in China, involving the netnographic approach and in-depth interviews, was conducted.

This study redefines the value co-creation spheres in the context of SLSPs and identifies four actors who contribute to viewers' value perceptions. The findings show that viewers' values can be co-created individually and collectively with other actors in both the customer sphere and the joint sphere.

This study extends the theoretical boundary of value co-creation into the context of SLSPs. The study findings help SLSPs managers and decision makers understand the value co-creation process to gain competitive advantages and enhance the sustainability of their services.

Home-based workouts via fitness YouTube channels have become more popular during the pandemic era. However, few studies have examined the role of social media personae related to intention to exercise. The purpose of this study was to investigate the structural relationships between fitness YouTuber attributes: perceived physical attractiveness (PPA), perceived social attractiveness (PSA), perceived similarity (PS), parasocial relationships (PSRs), wishful identification (WI), physical outcome expectations (POEs), and continuous intention to work out with fitness YouTubers (CIWFY).

This study considered fitness YouTube channel viewers as the unit of analysis. An online survey was conducted to empirically develop and test the research model using structural equation modeling (SEM).

The SEM empirical findings revealed that the PSRs were significantly influenced by PSA, PPA, and PS. Also, WI was significantly affected by PPA and PS. Furthermore, POEs were significantly impacted by PPA and PSRs. POEs affected the CIWFY. Lastly, PSRs and POEs mediated the influence of PSA and PPA on the CIWFY.

The psychological impacts of exercising to online fitness videos in the era of COVID-19, with its untact (no contact) social norms is timely. The study model demonstrated the fitness YouTube viewers' cognitive path from perceptions toward fitness YouTubers' attributes to behavioral intention. To be specific, the current study demonstrated how three attribution types (i.e. PPA, PSA, and PS) of fitness YouTubers affect viewers' PSRs and WI with fitness YouTubers, along with POEs and CIWFY. Along with health practitioners, fitness YouTubers who want to captivate viewers on their channels might need to consider self-attributes from their viewers' standpoint and should build psychological bonding with viewers.

Images and caption descriptions serve as important visual stimuli that influence consumer preferences; therefore, the current study focuses on property images and captions illustrated on the home pages of accommodation-sharing platforms. Specifically, this study investigates the relative importance of hue, brightness and saturation of a property image and caption description styles on potential consumers’ preferences.

A mixed-method approach was used, and a total of 293 valid responses were collected through a discrete choice experiment approach. Interviews were conducted for additional analyses to explore the detailed explanations.

The utility model demonstrated that the image’s saturation was the most critical attribute perceived by the respondents, followed by caption description style, hue and brightness.

This is one of the first studies to investigate the display of attributes on a digital accommodation platform by exploring potential customers’ stated preferences. This study focuses explicitly on images and captions illustrated on the home page of an accommodation booking platform. Detailed image investigation is also a new research area in sharing economy-related research.

This study aims to explore image-based visual price determinants (image features and visual aesthetic perception) and how image features affect Airbnb listing price on a sharing accommodation platform.

The study uses an SOR model and a hedonic price model to examine the connections between the characteristics of image features, visual aesthetic perception and Airbnb listing prices. The model is then examined by an econometric model using data from Insideairbnb.com.

Empirical results revealed that image features have a significant positive effect on visual aesthetic perception, visual aesthetic perception has a significant positive effect on Airbnb listing price and visual aesthetic perception has a significant mediating effect between image features and Airbnb listing price.

This study contributes to the relationship and effect mechanism among image features, visual aesthetic perception and Airbnb listing price and has some implications for both property operators and the sharing accommodation platform.

本研究探讨了基于图像的视觉价格决定因素（图像特征和视觉美学感知）以及图像特征如何影响共享住宿平台Airbnb价格。

本研究采用SOR模型和hedonic价格模型来检验图像特征特征、视觉美感与Airbnb房源价格之间的关系。然后使用Insideairbnb.com上的数据, 通过计量经济学模型对该模型进行检验。

实证结果显示：1）图像特征对视觉美学感知有显著的正向影响; 2）视觉美学感知对Airbnb价格有显著的正向影响; 3）视觉美学感知在图像特征和Airbnb价格之间有显著的中介效应。

本研究有助于探讨图像特征、视觉美学感知和Airbnb价格之间的关系和影响机制, 对房源经营者和共享住宿平台都有一定的借鉴意义。

Este estudio explora los determinantes visuales del precio basados en las imágenes (características de las imágenes y percepción estética visual) y cómo afectan las características de las imágenes al precio de los anuncios de Airbnb en una plataforma de alojamiento compartido.

El estudio emplea un modelo SOR y un modelo de precios hedónicos para examinar las conexiones entre las características de los rasgos de la imagen, la percepción estética visual y los precios de Airbnb. A continuación, se examina el modelo mediante un modelo econométrico utilizando datos de Insideairbnb.com.

Los resultados empíricos revelan que 1) las características de la imagen tienen un efecto positivo significativo sobre la percepción estética visual, 2) la percepción estética visual tiene un efecto positivo significativo sobre el precio de los anuncios de Airbnb, y 3) la percepción estética visual tiene un efecto mediador significativo entre las características de la imagen y el precio de los anuncios de Airbnb.

Este estudio contribuye al mecanismo de relación y efecto entre las características de la imagen, la percepción estética visual y el precio del anuncio de Airbnb, y tiene algunas implicaciones tanto para los operadores inmobiliarios como para la plataforma de alojamiento compartido.

Short-form health science videos have become an important medium for disseminating health knowledge and improving public health literacy. However, the factors that determine viewer engagement are not well understood. This study aims to address this research gap by investigating the association between doctor image features and viewer engagement behavior, building on the personal branding theory and information signaling theory.

A sample of 1245 health science short-form videos was collected, and key video features related to doctor images were extracted through manual labeling. Multi-variable regression analysis and SPSS process model were employed to test the hypotheses.

The results show that doctor image features are significantly associated with viewer engagement behavior. Videos featuring doctors in medical uniforms receive more viewer likes, comments and shares. Highlighting the doctor's title can increase viewer collections. Videos shot in a home, white wall, or study room setting receive more like, comments and sharing. The doctor's appearance demonstrates a positive nonlinear relationship with viewer likes and comments. Young doctors with title information tend to attract more video collections than older doctors with title information. The positive effect of the doctor's appearance and showing title information, become more significant among male doctors.

This research provides novel insights into the factors that determine viewer engagement behavior in short-form health science videos. Specific doctor image features can enhance viewer engagement by signaling doctor professionalism. The results also suggest that there may be age and gender biases in viewers' perceptions.

This study embraces the call for exploring the determinants of continuous intention in TikTok. Taking the perspective of social influence, this study not only tries to explore the contextual sources of two types of social influence but also aims to unveil the influence mechanism of how social influence affects TikTok viewers’ continuous intention.

This study empirically analyzes how TikToker attractiveness, co-viewer participation, platform reputation and content appeal affect informative and normative social influence and then lead to the continuous intention of TikTok. Based on 547 valid survey data, this study adopts a mixed analytical approach for data analysis by integrating structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA).

SEM results unveil that content appeal is the most critical antecedent of informational social influence, while the TikToker attractiveness and platform reputation have no effect on it. Differently, all four external sources positively lead to normative social influence. Among them, content appeal and co-viewer participation influence the most. The influences of both two types of social influence on continuous intention are demonstrated. FsQCA results reveal seven alternative configurations that are sufficient for influencing continuance intention and further complement and reinforce the SEM findings.

Addressing the critical contextual elements of TikTok, this study explores and confirms the sources which may engender social influence. The authors also demonstrate the critical role of social influence in affecting TikTok viewers’ continuous intentions by the hybrid analytical approach, which contributes to existing academic literature and practitioners.

In China, the practice of livestreaming while shopping has evolved from a form of entertainment into a new business strategy. In recent years, the gastronomy industry has also adopted livestreaming as a means of online promotion. Based on the stimulus–organism–response theoretical model, this study aims to investigate the effects of gastronomy livestreaming on viewers’ impulsive consumption by considering gamification, perceived professionalism and telepresence as causative factors.

This study conducted a survey of gastronomy livestreaming viewers that received 1,093 responses. The effects of gamification, perceived professionalism and telepresence were then analyzed using partial least squares-path modeling and necessary condition analysis.

This study finds that gamification, perceived professionalism and telepresence are sufficient conditions for explaining impulsive consumption. Innovativeness mediates the relationships between these factors and impulsive consumption. Furthermore, gamification and innovativeness represent necessary conditions for impulsive consumption.

The findings of this study contribute to an enhanced understanding of livestreaming in the gastronomy industry. Based on these findings, managers in the gastronomy industry can use more interactive gamification activities and enhance telepresence to increase viewers’ impulsive consumption during livestreaming sessions.

This study identifies the modalities through which gastronomy livestreaming can stimulate impulsive consumption. This is an early study to investigate the effect of experiences of gamification, perceived professionalism and telepresence on viewers’ impulsive consumption in the context of gastronomy livestreaming. In addition, this early study investigates the effect of gastronomy livestreaming innovativeness on impulsive consumption.

Despite the burgeoning popularity of virtual gifting in live streaming, research lacks an in-depth understanding of the drivers behind this behavior. Using para-social relationship (PSR), this study aims to capture viewers’ lively social feelings toward the streamer as the key factor leading to the purchase behavior of virtual gifts. It also aims to establish a theoretical link between PSR and viewers’ holistic experience in live streaming as captured by cognitive absorption and aims to investigates the role of technological features (i.e. viewer–streamer and viewer–viewer interactivity, streamer-level and viewer-level deep profiling and design aesthetics) in shaping viewers’ experience.

Based on 433 survey responses, this study employs a combination of structural equation modeling and neural networks to offer valuable insights into the relationships between the technological environment, viewer experience and viewer behavior.

Our results highlight the salience of PSR in promoting the purchase of virtual gifts through cognitive absorption and the importance of the technological environment in eliciting the viewer experience. This study sheds light on the development of PSR in a technological environment and its relationship with cognitive absorption.

By applying PSR to conceptualize viewers’ perceived connection with the streamer, this study extends the research on purchase behavior in the non-shopping context by providing an enlightened understanding of virtual gift purchase behavior in live streaming. Moreover, by theoretically linking PSR with cognitive absorption, virtual gift purchase and technological features of live streaming, it enriches the theory of PSR and bridges the gap between the design practice of supporting the IT infrastructure of live streaming and research.

Social live-streaming services are an emerging form of social media that is gaining in popularity among researchers and practitioners. By facilitating real-time interactions between video content creators (i.e. streamers) and viewers, live-streaming platforms provide an environment for novel engagement behaviors and monetization structures. This research aims to examine communication foci and styles as levers of streaming success. In doing so, the authors analyze their impact on viewers' engagement with the stream.

This research draws on a unique dataset collected via a multi-wave questionnaire comprising viewers' perceptions of a specific streamer's communications and their actual behavior toward them. The authors analyze the proposed impact of communication foci on viewing and donating behavior while considering the moderating role of communication style using seemingly unrelated regressions.

The results show that communication foci represent a double-edged sword: community-focused communication drives viewership while reducing donations made to the streamer. By contrast, content-focused communication curbs viewing but drives donating.

Of specific interest for practitioners, the study demonstrates how streaming content providers (e.g. influencers) should adjust their communications to drive engagement in the context of synchronous social media such as social live-streaming services. Beyond that, this research identifies unique characteristics of engagement that can help managers to improve their digital service offerings.

Social live-streaming services provide an environment that offers unique opportunities for self-development and co-creation among social media users. By allowing for real-time interactions, these emerging social media services build on ephemeral content to provide altered experiences for users.

The authors highlight the need to distinguish between engagement behaviors in asynchronous and synchronous social media. The proposed conceptualization sheds new light on success factors of social media in general and social live-streaming services specifically. To maximize user engagement, content creators in synchronous social media must consider their communications' focus (content or community) and style (utilitarian or hedonic).