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Article
Publication date: 3 June 2024

Shu-Chiung Lin and Yu-Yang Lee

Live streaming has become an extremely popular form of online service and allows live audiences to give virtual gifts or money to their favorite streamers. This study aims to…

676

Abstract

Purpose

Live streaming has become an extremely popular form of online service and allows live audiences to give virtual gifts or money to their favorite streamers. This study aims to investigate the impact of the audience's multidimensional social presence on their attitudes toward live streamers and intentions to give money or gifts to streamers, based on the interactive marketing perspective. This study considers live audiences' gift-giving intentions by integrating the theory of multidimensional social presence, which includes awareness, cognitive social presence and affective social interaction, and the theory of reasoned action (TRA).

Design/methodology/approach

This study invited audiences who had watched live streaming from several popular live-streaming platforms to respond to a web questionnaire. The unit of analysis was at the individual level. This study applied the purposive sampling technique for data collection. A sample of 258 eligible responses to the online survey was analyzed using SPSS software and the causal relationships between the measurement variables of this research model were verified through structural equation modeling.

Findings

The results indicate that the audiences' awareness of participating in live streaming enhanced their cognitive and affective social presence, which positively affected their attitudes toward live streamers. These attitudes had a further significant effect on their gift-giving intentions. Cognitive social presence and affective social presence were found to play significant mediating roles in the relationship between awareness and attitudes toward live streamers.

Originality/value

This study examines audiences' intention to give gifts to their favorite live streamers, based on the interactive marketing perspective. The interactive relationship between live streamers and online audiences is developed by audience members through the process of inner psychological transformation, which is measured through the multidimensional construct of social presence. This occurs through a mutual influence relationship in which awareness simultaneously influences cognitive social presence and affective social presence, and cognitive social presence impacts affective social presence.

Research limitations/implications

The study contributes three noteworthy findings to the theory development through the integrated perspective of the TRA and the theory of social presence. (1) Exploring the influence of belief factors on internal psychological responses and intention in live streaming to expand an innovative application of the TRA. (2) Adopting the multidimensional social presence can help researchers more clearly describe various live-streaming situations and extend the research scope of the social presence theory to live-streaming interactive marketing strategies. (3) From the perspective of live-streamer marketing, this study broadens the research fields of electronic commerce and interactive marketing.

Practical implications

This study provides four practical implications for platform managers and live streamers. (1) To induce favorable attitudes toward live streamers, live streamers initiate various interactive activities sequentially to establish a social presence with the audience. (2) Live streamers should devote themselves to forming a joyful atmosphere for their followers, as this will trigger audiences' affective social presence to generate positive attitudes and increase followers' intentions. (3) To attract and retain young followers, live streamers must devise interesting content and provide fresh services. (4) Platform managers must create useful widgets to assist live streamers in managing their channels and followers.

Social implications

Building friendly real-time interaction between the live streamer and the audience is an important task in live streaming and further influences the income of the live streamer and the platform. The study provides an effective approach to building friendly real-time interaction for the live streamer and manager of live-streaming electronic commerce through the interactive marketing perspective. The approach can help the live streamer manage nice communication with their audience and obtain virtual money and gift-giving from the audience.

Details

Journal of Research in Interactive Marketing, vol. 18 no. 5
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 11 September 2017

Eui-Bang Lee

In order to understand the influence of technology innovation on market demand diffusion in the ICT service market, the purpose of this paper is to examine technology innovation…

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Abstract

Purpose

In order to understand the influence of technology innovation on market demand diffusion in the ICT service market, the purpose of this paper is to examine technology innovation in the mobile product market, which keeps a complementary relationship with the mobile communication market.

Design/methodology/approach

This study collected mobile communication user information of four leading countries in the ICT market – the USA, the UK, Korea, and Japan from 1981 to 2014. This study applies the Bass diffusion model to analyze the form of market demand diffusion and conducts white noise test to verify the hypotheses.

Findings

Technology innovation of mobile communication leads to an increase in innovation effect and a decrease in imitation effect. Thus, technology innovation of mobile communication needs to be promoted continuously for the purpose of increasing adopters in the early stage. Besides, mobile product’s technology innovation leads to an increase in imitation effect and a decrease in innovation effect, because individuals were aware of the usefulness of the products and services. Hence, the increase in the number of imitators caused a higher increase in imitation effect than in the mobile communication’s innovation effect.

Originality/value

Based on the results of this study, the role that product and service technology innovation plays in renewing the form of market demand diffusion in the ICT service market was defined. Also, since the strategies and plans to acquire competitive advantage of business were understood, it may help both companies and policy decision makers.

Details

Industrial Management & Data Systems, vol. 117 no. 8
Type: Research Article
ISSN: 0263-5577

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Book part
Publication date: 15 September 2017

Jin-Ping Lee, Edward M.H. Lin, Min-Teh Yu and Yang Zhao

This study develops a multi-period structural model to value bank subordinated debt (subdebt) under different regulatory policies. The model provides a complete framework for…

Abstract

This study develops a multi-period structural model to value bank subordinated debt (subdebt) under different regulatory policies. The model provides a complete framework for analyzing how various factors, such as credit and interest rate risks, bank characteristics, and regulatory policies, affect subdebt prices and yield spreads. It finds that the implementation of Prompt Corrective Action (PCA) will raise subdebt prices and lower subdebt spreads, while capital forbearance will have the opposite effects. Also, subdebt spreads are less sensitive to bank risk when PCA is imposed than when capital forbearance occurs. The results of the paper suggest that enhancing market discipline through giving subdebt investors more rights to force timely reorganization of weak banks will reduce the subdebt spreads required by investors.

Details

Advances in Pacific Basin Business Economics and Finance
Type: Book
ISBN: 978-1-78743-409-7

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Article
Publication date: 6 June 2016

A. Noel Gould, Annie H. Liu and Yang Yu

This study examines the potential of foreign business-to-business (B2B) firms to select high-status local partners in emerging markets to achieve positive relationship outcomes…

1935

Abstract

Purpose

This study examines the potential of foreign business-to-business (B2B) firms to select high-status local partners in emerging markets to achieve positive relationship outcomes. Because a domestic firm’s high status may also promote opportunism, the study also examines if the foreign B2B firms may mitigate such behavior through either or both transaction-specific investments (TSIs) and socialization.

Design/methodology/approach

The research is conducted via a model that suggests a positive correlation between high local partner status and the focal relationship outcomes and the moderating effects of structural TSIs and social governance systems. The model was developed and empirically tested using data collected from 96 foreign firms operating in China.

Findings

Using multiple regressions, the findings suggest that foreign B2B firms are likely to achieve more beneficial relationship outcomes with high-status local partners. Standing alone, foreign B2B firms’ TSIs mitigate the positive relationship outcomes, whereas their socialization with the high-status partners enhances the beneficial outcomes. Most importantly, combining socialization with TSIs increases beneficial outcomes.

Research limitations/implications

This study adds to B2B marketing, status theory and the application of transaction cost economics (TCE) and social exchange theory to foreign-local B2B exchange relationships in emerging markets. The findings confirm the attractiveness of high status in emerging markets by exploring how the selection, formation and chosen B2B governance processes may lead to competing outcomes of opportunism or success. Future research will benefit from simultaneously securing data from both sides of the dyad.

Practical implications

The paper suggests that foreign B2B firms consider high status as a key criterion in selecting local partners in emerging markets and the importance of managing high-status partners’ potential opportunism by effective governance mechanisms.

Originality/value

This study is one of the first to apply and explore the workings of status theory in the foreign-local B2B partner selection process and relationship outcomes in emerging markets and thereby contributes to B2B marketing, status theory and both TCE and social exchange theories in the focal foreign-local B2B context.

Details

Journal of Business & Industrial Marketing, vol. 31 no. 5
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 27 February 2024

Yu Yang, Shiting Shao and Dongping Cao

Despite the critical role of the policy environment in facilitating the advancement of building information modeling (BIM) as a systemic innovation to reshape traditional facility…

270

Abstract

Purpose

Despite the critical role of the policy environment in facilitating the advancement of building information modeling (BIM) as a systemic innovation to reshape traditional facility design, construction and operation processes, scant scholarly attention has been paid to systematically investigating how and why complex BIM policies are concretely and gradually implemented in different regional contexts from a dynamic policy diffusion perspective. This study aims to empirically investigate how different types of BIM policy instruments are dynamically implemented in heterogeneous regions over time and how the diffusion of BIM policies across different regions is comprehensively impacted by both internal efficiency needs and external legitimacy pressures.

Design/methodology/approach

This study employed a positivist research paradigm in which BIM policy data from 182 prefecture-level and above cities in China during 2011–2022 were analyzed with quantitative approaches for theory verification. Based on the content analysis of the evolutionary characteristics of the adopted BIM policy instruments in heterogeneous regions over time, the event history analysis (EHA) method was then used to further examine the mechanisms underlying the diffusion of BIM policies across different regions.

Findings

The content analysis results show that while environmental instruments (such as technological integration and goal planning) are the primary policy instruments currently adopted in China, recent years have also witnessed increasing adoptions of supply-side instruments (such as fiscal support and information support) and demand-side instruments (such as demonstration projects and tax incentives). After controlling for the impacts of regional fiscal and technical resources, the EHA results illustrate that BIM policy adoption positively relates to regional construction industry scale but negatively relates to regional industry productivity and that compared with public pressures from industry participants, vertical pressures from the central government and horizontal pressures from neighboring regions are more substantial drivers for policy adoption.

Originality/value

As an exploratory effort of using a dynamic policy diffusion perspective to systematically investigate how BIM policies are adopted in heterogeneous regional contexts to facilitate BIM advancement, this study not only characterizes the complexity and dynamics of BIM policies but also provides deepened understandings of the mechanisms underlying policy adoption in the conservative construction industry. The findings hold implications for how multifarious policy instruments can be more effectively and dynamically adopted to facilitate the advancement of BIM and related technologies as innovative solutions in the construction domain.

Details

Engineering, Construction and Architectural Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0969-9988

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Book part
Publication date: 6 September 2018

Lin-Sea Lau, Chee-Keong Choong and Cheong-Fatt Ng

This study aims to examine the Environmental Kuznets Curve (EKC) hypothesis in the case of 100 developed and developing nations by taking into account the role of institutional…

Abstract

This study aims to examine the Environmental Kuznets Curve (EKC) hypothesis in the case of 100 developed and developing nations by taking into account the role of institutional quality (IQ). Using generalized method of moments (GMM) estimators, we find an inverted U-shaped relationship between economic growth and carbon dioxide (CO2) emissions only in the developed world but not in the developing nations. It is also revealed that control of corruption plays a vital role in reducing CO2 emissions in high income countries. Furthermore, rule of law is found to have a beneficial effect on the environment in all countries except for low income countries. Overall, our results confirm the importance of IQ in reducing CO2 emissions. Additionally, foreign direct investment contributes to CO2 reduction in rich countries while deteriorates the environmental quality in developing nations. Trade openness was shown to exert a positive impact on environmental quality in developing countries. These findings can be of great importance to policy makers of different income groups in designing appropriate economic and environmental policies toward the dual goals of high growth and low pollution.

Details

Advances in Pacific Basin Business, Economics and Finance
Type: Book
ISBN: 978-1-78756-446-6

Keywords

Available. Open Access. Open Access
Article
Publication date: 21 April 2022

Pei-Lun Hsieh, Shang-Yu Yang, Wen-Yen Lin and Tien-Chi Huang

This study explored the students' perception of their adoption and acceptance of virtual learning (VL), the factors affecting the adoption of educational technologies and the…

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Abstract

Purpose

This study explored the students' perception of their adoption and acceptance of virtual learning (VL), the factors affecting the adoption of educational technologies and the correlation between their intention, perceived behavioral control and care competence in caring for older adults.

Design/methodology/approach

A cross-sectional survey was conducted. Surveys were administered to evaluate the participants who were involved in VL on geriatric care during coronavirus disease 2019 (COVID-19) pandemic. A total of 315 nursing students participated in the survey, and 287 valid questionnaires were collected (response rate: 91.11%).

Findings

A total of 287 participants (mean age 21.09, SD 1.44 years; 242/287, 84.3% female) were included in the study. The variables of intention to use technologies were positively correlated with care competence (r = 0.59, p < 0.001). The results revealed that the major predictors were perceived ease-of-use (PEOU) (β = 0.28, 95% confidence interval (CI) 0.16–0.40) and perceived usefulness (PU) (β = 0.22, CI 0.09–0.35) which were significantly positive predictors of competence in geriatric care.

Research limitations/implications

Nursing students lack in clinical knowledge and situational experience in geriatric care; therefore, their perceptiveness, expressions and reflection on the process of providing care to hospitalized older patients should be increased. These results indicated that students improved in geriatric healthcare after/during the VL program during COVID-19 pandemic.

Originality/value

It is hoped that the present study would make an invaluable contribution to existing research on education in general and on the quality of care in geriatric nursing as limited studies have been published so far.

Details

Library Hi Tech, vol. 41 no. 1
Type: Research Article
ISSN: 0737-8831

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Book part
Publication date: 20 November 2013

Dennis M. McInerney and Ronnel B. King

The aims of this study were (1) to examine the relationships among achievement goals, self-concept, learning strategies and self-regulation for post-secondary Indigenous…

Abstract

Purpose

The aims of this study were (1) to examine the relationships among achievement goals, self-concept, learning strategies and self-regulation for post-secondary Indigenous Australian and Native American students and (2) to investigate whether the relationships among these key variables were similar or different for the two groups.

Methodology

Students from the two Indigenous groups answered questionnaires assessing the relevant variables. Structural equation modelling (SEM) was used to analyse the data. Structure-oriented analysis was used to compare the two groups in terms of the strengths of the pathways, while level-oriented analysis was used to compare mean level differences.

Findings

Self-concept was found to positively predict deep learning and self-regulated learning, and these effects were mediated by achievement goals. Students who pursued mastery and social goals had more positive educational outcomes. Both structure and level-oriented differences were found.

Research implications

Drawing on two distinct research traditions – self-concept and achievement goals – this study explored the synergies between these two perspectives and showed how the key constructs drawn from each framework were associated with successful learning.

Practical implications

To improve learning outcomes, interventions may need to target students’ self-concept, mastery-oriented and socially oriented motivations.

Social implications

Supporting Indigenous students in their post-secondary education is an imperative. Psychologists have important insights to offer that can help achieve this noble aim.

Originality/value of the chapter

Research on Indigenous students has mostly adopted a deficiency model. In contrast, this study takes an explicitly positive perspective on Indigenous student success by focusing on the active psychological ingredients that facilitate successful learning.

Details

Seeding Success in Indigenous Australian Higher Education
Type: Book
ISBN: 978-1-78190-686-6

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Article
Publication date: 15 January 2024

Kenneth Shiu Pong Ng, Yan Feng, Ivan Ka Wai Lai and Lois Zi-Yu Yang

This study aims to develop a conceptual model to understand how customer knowledge management (CKM) affects fitness club membership renewal through the mediation of relationship…

586

Abstract

Purpose

This study aims to develop a conceptual model to understand how customer knowledge management (CKM) affects fitness club membership renewal through the mediation of relationship quality.

Design/methodology/approach

Data were collected outside of fitness clubs using a systematic sampling method. A total of 224 valid responses were collected. Structural equation modelling was used to evaluate the relationship between the constructs of the research model.

Findings

The results indicate that both knowledge from customers and knowledge for customers have a positive influence on customer satisfaction and customer trust. Among them, knowledge for customers has a stronger influence on customer satisfaction while knowledge from customers has a greater influence on customer trust. Additionally, three dimensions of relationship quality (customer satisfaction, customer trust and customer commitment) positively influence membership renewal intention with customer commitment exhibiting the greatest influence on it.

Originality/value

This study combines the theories of CKM and relationship quality management to explain why members will renew their service contracts. By using fitness clubs as an example, this research extends the authors' understanding of how knowledge from and for customers can influence customers' attitudes and behavioural intentions towards service companies.

Details

International Journal of Sports Marketing and Sponsorship, vol. 25 no. 2
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 April 2006

Shiu Hong Choi and Feng Yu Yang

The research aims to develop a practicable method to solve relatively large job‐shop scheduling problems (JSSP) for production planning in real‐time.

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Abstract

Purpose

The research aims to develop a practicable method to solve relatively large job‐shop scheduling problems (JSSP) for production planning in real‐time.

Design/methodology/approach

This paper analyses some search strategies based on machine‐order space, and proposes a filter search algorithm (FSA) to reduce computing time by improving the speed of finding a proper machine order. Numerical experiments are conducted to verify the FSA.

Findings

The experiments confirmed the superior performance of the FSA, making it possible to solve relatively large JSSPs in real‐time. The results showed that the leaf‐node number affects the solution quality. The performance can be improved by increasing the leaf‐node number. There is a significant decrease in the average quality deviation when the leaf‐node number increases; but the decreasing rate becomes minor when the leaf‐node number is relatively large. While triple filters may provide more leaf‐node numbers for the FSA, dual filters are considered enough for most practical scheduling problems. A method is proposed to determine appropriate leaf‐node numbers for practical production environments.

Research limitations/implications

A limitation is that the FSA's performance is affected by the choice of leaf‐node number. Although the relationships between the solution quality and the leaf‐node number for some problems have been worked out, it will be useful future research to deduce the relationships for other job‐shop instances of different sizes.

Originality/value

The FSA is a new approach, which is particularly useful for planning production schedules needed for efficient and responsive management of manufacturing systems to cope with increasing global competition and market changes.

Details

Journal of Manufacturing Technology Management, vol. 17 no. 3
Type: Research Article
ISSN: 1741-038X

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