直播流媒体
在线视频
视频流媒体
广告
多媒体
计算机科学
万维网
互联网隐私
作者
Ree Chan Ho,Kanesh Gopal Rajadurai
出处
期刊:Advances in marketing, customer relationship management, and e-services book series
日期:2020-01-01
卷期号:: 130-142
被引量:14
标识
DOI:10.4018/978-1-5225-9697-4.ch008
摘要
With the increased usage of live stream video, this chapter examined consumer product learning process in using it as a platform to shop online. Live stream video has been utilized to show and demonstrate product specifications and information. By depending on it, the prospective consumer uses the interactive videos to help them make purchase decision. However, the extent of the social live video in promoting the product knowledge is not examined yet. Hence, there is a need to examine the power of social live video in enhancing customer learning during the shopping. The main objective is to understand how the act of live streaming may change the viewer impression towards a brand or product. Secondly, the authors also investigate the subsequent knowledge gained by watching the live stream footage and how could it exert influence on product purchase. This study developed an integrative framework by combining the theories of relative advantage and absorptive capacity to examine the underlying factors in the use of social live stream video.
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