关于网络在线直播带货社交电子商务消费购物的毕业设计论文英文英语外文文献翻译成品资料:视频直播在建立消费者信任和与社交电商卖家互动中的作用(中英文双语对照).docx
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关于网络在线直播带货社交电子商务消费购物的毕业设计论文英文英语外文文献翻译成品资料:视频直播在建立消费者信任和与社交电商卖家互动中的作用(中英文双语对照).docx
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文献作者出处信息:
ApiradeeWongkitrungrueng,NuttapolAssarutJournalofBusinessResearch,2020(如年份太老,可改为近2年,很多毕业生都这样做,毕竟外文翻译要求也不高)
英文5782单词,37920字符(字符就是印刷符),中文10483汉字。
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Theroleoflivestreaminginbuildingconsumertrustandengagementwithsocialcommercesellers
Abstract:
Livestreamingservices(e.g.,FacebookLive),wherebyvideoisbroadcastinrealtime,havebeenadoptedbymanysmallindividualsellersasadirectsellingtool.Drawingonliteratureinretailing,adoptionbehavior,andelectroniccommerce,thispaperproposesacomprehensiveframeworkwithwhichtoexaminetherelationshipsamongcustomers'perceivedvalueoflivestreaming,customertrust,andengagement.Symbolicvalueisfoundtohaveadirectandindirecteffectviatrustinsellersoncustomerengagement,whileutilitarianandhedonicvaluesareshowntoaffectcustomerengagementindirectlythroughcustomertrustinproductsandtrustinsellerssequentially.Elucidatingtheroleoflivestreaminginincreasingsalesandloyalty,thesefindingssuggestdifferentroutesthroughwhichsmallonlinesellerscanbuildcustomerengagementwithtwotypesoftrustasmediators.Theoreticalandmanagerialimplicationsofthisanalysisforsocialcommercearefurtherdiscussedattheconclusionofthispaper.
Keywords:
Socialcommerce;Shoppingvalue;Customertrust;Customerengagement;Livestreaming
1.Introduction
Today,socialnetworkingsites(hereafter,“SNSs”)suchasFacebook,Twitter,andPinterestarespacesthroughwhichusersnotonlyconnectwithothersandconsumenewsbutalsogetinformationaboutproductsandevenshop.AccordingtoPwC's(2016)TotalRetailSurvey,16%ofasampleofonlineshoppersworldwidesaidtheyhadpurchaseddirectlyviaasocialmediachannel—anincreasefrom7%in2014.ThisfigureishigherinAsia(30%),especiallyinThailand(51%),India(32%),andMalaysia(31%),andSoutheastAsiaisnowleadingthesocialcommerce(“s-commerce”)market,wheremostsellersaresmallbrandsorcus-tomer-to-customersellers(PricezaGroup,2016).Globally,thereisalargenumberofindividualsellerssellingviaFacebookprofiles,Facebookgroups,andFacebookmarketplaces,andtherearemorethan65millionsmallbusinesspagesonFacebook(Facebook,2017).S-commerceonSNSshasbecomealow-cost,easyalternativetoe-commercewherebyindividualsellerscaneasilysetuptheirownaccounttosellproducts,requiringnoformalregistrationorwebdesignskill.Unlikeawell-establishedbusinesswithsoundreturnpoliciesorqualitycontrol,buyingfromsmallindividualsellers,especiallythosewithnophysicalstore,isthusrisky,ascustomersmaynotgetaproductatall,ormaygetafake,poor-condition,orlow-qualityproduct.Thishasresultedincustomershavinglesstrusttowardindividualsellersthantowardlargeestablishedfirms(Jarvenpaa,Tractinsky,&Vitale,2000;Lu,Deng,&Yu,2006).Someonlinesellersaretryingtoaddresssuchcustomerconcernsbyallowingthereturnofproducts,orbyusingthird-partypaymentprocessorsorcashondelivery.
Recently,somes-commerceande-commercesitessuchasFacebookandTaobaohaveenabledlivevideostreaming.WhilebrandssuchasBurberryandStarbuckshaveusedFacebookLivetobroadcasttheirmarketingactivities(e.g.,fashionshows),severalindividualsellersinvariouscountriesgobeyondadvertisingtorealtimetoselltheirpro-ducts.Livestreamingisusedtodemonstratehowproductsarecreatedandused,toshowdifferentperspectivesofproducts,toanswercus-tomerquestionsinrealtime,andtoorganizeliveactivitiesthatentertainandencouragecustomerstobuyonthespot(Lu,Xia,Heo,&Wigdor,2018;anexampleisillustratedinFig.1).Importantly,livestreamingaddsvaluetotheSNSsthroughtheexistenceofbroadcasters/streamers(Smith,Obrist,&Wright,2013).Itallowssellerstorevealtheirfaces,offices/homes,andpersonalities(i.e.,socialpresence),andbringsthebuyer–sellerinterpersonalinteractionandrelatedsellingtechniquesusedofflinebacktotheonlineworld.Suchlivestreaming-enabledsocialpresenceandinteractioncanenhancetheshoppingexperience,reduceshoppers'uncertainty,andincreasetheleveloftrusttheyhavetowardthes-commerceseller(Hajli,2015).
ConsideringtheincreasinguseofFacebookLive(morethan10millionvideoswerebroadcastduringNewYear'sdayandover100millionpeoplewatchedthemost-viewedlivevideo)(Facebook,2018),thereisverylittleextantresearchexaminingthelivestreamingphe-nomenon.Mostexistingstudieshavedescribedthemotivationandexperiencesoflivestreaminguserswithrespecttoentertainmentorknowledge-/experience-sharingpurposes(Hilvert-Bruce,Neill,Sjöblom,&Hamari,2018;Hu,Zhang,&Wang,2017;Luet
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