在线直播与电子商务交易外文文献翻译2019-2020.docx
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在线直播与电子商务交易外文文献翻译2019-2020.docx
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在线直播与电子商务交易外文文献翻译2019-2020
英文
LiveStreamingCommerce:
UsesandGratificationsApproachtoUnderstandingConsumers’Motivations
DongheeYvetteWohn
Introduction
Livestreaminghasbecomeextremelypopularinrecentyears,spurringalotofresearcharoundthistopic.Someresearchhasfocusedontechnicalissuesoflivestreamingsystems;otherresearchwasaboutuser-generatedcontent,streamers’motives,andviewers’motives;andsomeresearchfocusedonspecificplatformssuchasYouTubeLive,Twitch,andPeriscope.In2007,Friedländeridentifiedthatthemaincategoriesoflivestreamingcontentarechatting,sharinginformation,24/7,“sliceoflife”,andentertainmentmedia,onthebasisofcontentfromthreedifferentcountries(Germany,UnitedStates,andJapan)acrossdifferentplatforms(YouNow,Periscope,andUstream).Missingfromthisanalysis,however,waslivestreamingcommerce.
Shopping with live streams—also known as live streamingcommerce—iscomparativelynew.Livestreamingcommerceisdefinedasasubsetofecommerceembeddedwithreal-timesocialinteraction,afeatureuniquetolivestreams.Therearetwotypesoflivestreamingcommerce.Thefirstiswhenlivestreamingfeaturesareintroducedinto
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e-commerce/shoppingsitesorapps.Somestartupshavecomeintothisbusinessandtargetedspecificmarketsegmentations,suchasLivby,whichlaunchedthefirstU.S.mobilelivestreamingshoppingappin2016.OtherexamplesincludePopshopLive,whichallowscreativeindividualstocreatetheirownshoppingchannels,buildtheirpersonalbrands,andsellproductsglobally andShopshops,whichfocusesonconnectingU.S.brandswithChineseconsumersvialivestreams.
Anotherexamplefore-commerceexpandingintolivestreamswasAmazon’s“StyleCodeLive”whichwaslaunchedin2016tobroadcastfashionandbeautyproductstoitscustomersbutcanceleditsserviceinMay2017.AmazonwasthefirstAmericane-commercegianttogetinvolved in livestreaming commerce, albeit unsuccessfully.Morerecently,Talkshoplive,astartuplaunchedinMarch2018,startedtosupportsmallbusinessownerstolivestreamtheirproductsandconnectthemtomainstreambrandsandinfluencers.
Thesecondtypeoflivestreamingcommerceiswhenplatformsthatwereoriginallyforlivestreamsintegratecommercialactivities.InOct.2016,“Live.me”,alivevideochatplatform,launchedanofficialstore,whereuserscouldbuytheitemspromotedbytheirfavoritecreatorswhilestillkeepingoneeyeonthestream.AnotherexampleisTwitch,whichisalivestreamingplatformthatisnotprimarilyaboutsellingproducts,butstreamerscanhavelinksintheirchannelsthatleadtoshoppingsitesand
receivecommissions.Viewerscanalsobuyvirtualproductscalledbitswithrealmoneyto“cheer”streamersthattheyappreciate.
WhiletheuseoflivestreamingforshoppingisstillinitsinfancyintheUnitedStates,e-commerceisoneofthemostpopularapplicationsforlivestreaminginChina.Moreandmoree-commercebusinessesarejoininglivestreamingshopping.Almostallthemaine-commerceplatformshaveopenedlivestreamingchannelssuchasT,JD.com,VIP.com,andM.Theyoftenpromoteaneventbyinvitingsocialmediainfluencersorstars(internetcelebrities)ordirectlycooperatewithbrandstobroadcasttheproducts.Forexample,StarbucksstreameditsnewstoreopeningonTaobaoandattracted180,000viewersinthreehours;TexclusivelystreamedtheeventofiPhoneXreleaseinChina.TaobaoLive,whichisoperatedbyAlibaba,hasalreadyhadmorethan10,000internetcelebritiesintroduceandpromoteallkindsofproductsthroughlivestreamssuchasmakeup,clothing,andfood.
Despitegrowingpopularity,livestreamingcommerceresearchhasbeen limited. This could be because live streaming shopping isflourishinginChinabutjuststartedintheUnitedStates.Inoneofthefewknownexamplesofscholarshiponthistopic,Caietalexploredlivestreamingshoppingattitudesandfoundoutthatthetopfourreasonsconsumerspreferredtoshopthroughlivestreamsratherthantraditionalonlineshoppingwereproductdemonstration(theabilitytoseehow
products worked), product information (the ability to ask moreinformationthattheyareinterestedin),excitementaboutnoveltyofanewwaytoshop,andinteraction(theabilitytocommunicatewiththestreamerandotherviewers).Inthisstudy,wewillapplyusesandgratificationsasthetheoreticalbackgroundandpreliminarilyexplorethemotivationstouselivestreamingcommerceandexaminehowthesemotivationspredictbehavioralintentionstoengageinlivestreamingcommerceinthefuture.Wefirstsummarizethecurrentresearchaboutmotivesofusinglivestreams,thenintroducetheconceptoflivestreamingcommerceandusesandgratificationstheoryintegratedintoonlines
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