Live Broadcast Research Articles

Study on the Influence of Live Broadcast Characteristics on Customer Value Co-Creation Behaviors: The Mediating Role of Interactive Attitudes

Study on the Influence of Live Broadcast Characteristics on Customer Value Co-Creation Behaviors: The Mediating Role of Interactive Attitudes

On the Trademark Infringement Liability of Network Broadcast Platform

As the media of live broadcasting, the network broadcast platform bears the corresponding legal responsibility for the illegal acts of trademark infringement. However, due to the particularity of its operation, there are problems with the scope of pre-infringement obligations and the assumption of post-infringement liabilities. The reasons can be seen as the particularity of the nature of the aid-type platform, the lack of any distinction between the platform’s reasonable duty of care of the live broadcast mode compared with the traditional e-commerce platform, and the contradictions between the immediate occurrence of network broadcast and the lag of platform supervision, which jointly cause the current dilemma. In this regard, based on the theoretical and legal basis, the liability analysis and regulation of trademark infringement on live broadcasting platforms can be improved from three aspects: the responsibility of assisted live broadcasting platforms, the boundary of reasonable obligations of live broadcasting platforms, and the regulatory system.

역할자 중심의 서비스 가치 네트워크 분석을 통한 대중음악 온라인 공연의 개선 방안 연구

This study aims to analyze BTS’s online performances from the perspective of the service value network model and, based on this, to suggest the role of actors in the online performance market of popular music and future improvement measures. For this purpose, BTS’s online performances were analyzed, and the research method was in-depth interviews with experts. The findings of the study are as follows First, consumers tend to avoid online performances that require a relatively long time to watch due to the difficulty in choosing due to the flood of online performances and the habitualization of watching short-form videos. Therefore, consumers should be encouraged to discover the fun of online performances through live chat participation in online performances. Second, Service Providers, such as online-only venues and broadcasting platforms, should pursue economic efficiency by actively utilizing external platforms, and should actively consider utilizing DRM-enabled platforms for copyright protection. Third, Tier 1 Enablers, such as singers and performers, should create a realistic environment like offline venues to compensate for the expressive limitations of online performances. Fourth, Tier 2 Enablers, such as planning and production companies, should secure support for their services through step-by-step integration with Service Enablers (PR and marketing agencies, MD production companies, etc.) from a long-term perspective. Fifth, Auxiliary Enablers such as investors and sponsors tend to be reluctant to invest and sponsor due to unexpected variables such as internet disconnection that may occur during live broadcasting, so it is necessary to add contractual clauses to hedge the risk. Finally, Service Enablers, which are MD producers, should diversify their revenue by producing content-type MDs such as emoticons, as online performances and MD sales are not proportional.

A STUDY ON THE IMPACT OF ORGANIZATIONAL INNOVATION CLIMATE AND PROFESSIONAL IDENTITY ON EMPLOYEE INNOVATIVE BEHAVIOR IN THE LIVE STREAMING E-COMMERCE INDUSTRY

With the rapid development of the digital economy, live streaming e-commerce has become a new format and trend in e-commerce. However, the live streaming e-commerce industry is becoming more homogeneous, and companies urgently need to enhance their competitiveness through employee innovation. This article aims to explore the factors that influence the innovative behavior of employees in live-streaming e-commerce companies and provide a theoretical basis and practical guidance for companies to implement innovation-driven development strategies. Based on social identity theory and motivation theory, this study constructed a research model on "the impact of live broadcast e-commerce organizational innovation atmosphere and professional identity on employee innovative behavior". Sample data were collected through questionnaires, and statistical analysis methods were used to test the research hypotheses. The research found that: 1) organizational innovation climate positively affects employee innovative behavior, and work motivation plays a partial mediating role between the two; 2) professional identity positively affects employee innovative behavior, and organizational identification plays a partial mediating role between the two; and 3) employees with different personal characteristics have significant differences in their innovative behaviors.

The Analysis of the Characteristics of Live Broadcasting in the East Selection Room

In 2021, following the implementation of the double reduction policy, New Oriental initiated a transformation and reform process, leveraging the TikTok platform under the name of East Selection to support farmers. This initiative quickly gained immense popularity and attention. As Eastern Selection experienced an explosive growth, its prominent anchors garnered significant attention and traffic. Among them, Dong Yuhui emerged as a top stream anchor after his first live broadcast for Eastern Selection, leading the new development direction of this platform. Given that Eastern Selection has become a popular live streaming room, it is highly feasible to conduct research and analysis on its live broadcasting mode. Dong Yuhui's role as the head anchor makes him particularly suitable for studying this aspect.

Роль цифровизации в развитии экономико-туристического пространства региона: опыт Мурманской области

Introduction. The Murmansk region is the pearl of Arctic tourism, and its tourist and recreational potential is considered in the work. Theoretical analysis. During the theoretical analysis, it was found that a tourist multiplier operates in the economy of the Murmansk region, contributing to the development of the regional tourism industry. At the same time, the acceleration effect in the industry is observed due to the introduction of digital technologies. Empirical analysis. The analysis of the tourism industry economic indicators the Murmansk region gave mixed results. However, the dynamics of many indicators is positive, although it cannot be unequivocally stated that the tourism industry is the flagship industry of the region. At the same time, there is an active application of digitalization achievements in the region, although insufficient. Regional tourist industry facilities use virtual excursions as promotion tools. However, other digitalization mechanisms will also contribute to the popularization of the Murmansk region. In particular, they include conducting excursions through live broadcasts for people with disabilities, producing games with the landscapes of the Kola Peninsula, creating an application with a built-in navigation function along a pre-laid route, and, in the future, building personal routes by amateur tourists independently using this application. Results. Proposals for the introduction of digital technologies into the activities of accommodation facilities, the use of games with locations in the region, and the increase in excursion streams can lead to an acceleration of the cartoon effect in the Murmansk region and increase the tourist flow to the region.

Analysis Of Profit Model of Network Broadcast Platform -- Taking Huya Live Broadcast as An Example

The continuous development of the Internet has created the rise of different Internet entertainment industries, and the network broadcast industry is an important part of it. Since 2013, China's network broadcast platform began to sprout; In 2015, it began to enter a blowout period, and a large number of network broadcast platforms mushroomed in people's field of vision; By 2019, China's network broadcast industry has entered a mature development period, and the industry shows a pattern of "two super and many strong" with Tiger teeth and Betta fish as the head platform. Whether the current profit model of the network broadcast platform can support the continued development of the platform? In addition, how to enrich the profit model of the network broadcast platform to meet the challenges in the future. Based on the above research questions, this paper will take Huya Live Streaming as an example, explore the profit model of Huya Live streaming platform through the combination of financial perspective analysis and non-financial perspective analysis, evaluate and summarize the existing profit model of the network live streaming platform, and make appropriate forecasts for its prospects. This paper is divided into four parts. The first part mainly introduces the research background and significance of this paper; The second part will explain the development status of Internet live broadcast, and make a preliminary analysis of Huya's current profit model; The third part will further analyze Huya's profit model from financial perspective and non-financial perspective, explain the advantages and disadvantages of the profit model and put forward corresponding suggestions; The fourth part summarizes the previous contents and makes future prospects

How did the ‘whistle-to-whistle’ ban affect gambling advertising on TV? A live football matching study

Background In 2019, the gambling industry introduced a voluntary partial advertising ban during live sports broadcasts in the United Kingdom known as the ‘whistle-to-whistle’ ban. This study explores the change in television advertising around live football games following the introduction of this ban. Methods Inverse Probability Weighted (IPW) matching models identified the change in the frequency of advertising associated with the implementation of restrictions in each section, and across the entire duration, of a live football game. Data on UK television schedules (Concise Media, TVSportsGuide) and gambling advertising (Nielsen Media) covered 3 months (1st September to 1st December) pre (2018), and post-ban (2019). There were 1049 live football games across the period studied: 468 in 2018 and 581 in 2019. Results The implementation of the ban was associated with a reduction in advertising (2.3 advertisements per-programme (p < 0.001, CI [−2.75, −1.84])), driven predominantly by reductions during half-time (2.18 advertisements per-programme (p < 0.001, CI [−2.32, −2.04])). It was associated with an increase in advertisements (0.34 advertisements per-programme (p < 0.001, CI [0.09,0.59])) during the pre-match section. In the post-ban period, an average of 3 (SD: 3.5) advertisements per-programme remained. Conclusions A voluntary partial gambling advertising ban in the UK was associated with reductions in television advertising during live football games during the restricted period. There is evidence of increased advertising in the unrestricted period due to the partial nature of the ban. Future research is needed to explore the impact of the ban on other types of advertising, and across other channels.

The Impact of Short Video Live Broadcast on the Sales of Sports Machinery and Equipment

This paper proposes a neural network model based on deep learning, which can better analyze the impact of short video live broadcast on sports machinery and equipment. Firstly, this paper proposes a U-Net-based convolutional neural network as the backbone network of this paper, which mainly realizes the impact of short video live broadcast on sales. Secondly, this paper proposes a dense residual module based on the Transformer lightweight module, which can effectively improve the global modeling ability of the network model and improve the prediction accuracy of the network model. Finally, through a large number of experiments, it is proved that the convolutional neural network based on U-Net proposed in this paper can be better used for the task of short video live broadcast for the sales of sports machinery and equipment, and achieves better prediction accuracy and reasoning speed.

Should live broadcasting platforms adopt artificial intelligence? A sales effort perspective

We analytically investigate a supply chain (SC) that is composed of a manufacturer and a live broadcasting platform, and examine whether the latter should adopt artificial intelligence (AI) considering sales effort. We consider several important factors that affect the SC partners’ decision-making including live broadcasting power, consumer expectations of the product, and unfit probability that the consumer is unsatisfied with the bought product. Specifically, the “live broadcasting power” refers to the power of influencers’ personal influence and fans group to enhance product sales. The results are as follows: First, the optimal production quantity of the offline channel (platform) exhibits a positive (negative) correlation with the retail price of the offline channel in the agency mode with AI. Nevertheless, in the resale mode, the retail price of the offline channel has no influence on the two channels’ optimal production quantities. Second, with low marginal cost of adopting AI, the live broadcasting platform should (not) adopt AI under high (low) live broadcasting power. With high marginal cost of adopting AI, the live broadcasting platform should (not) adopt AI under low or high (moderate) live broadcasting power. In addition, the manufacturer without AI should select the agency mode (resale mode) under high (low) live broadcasting power, while the manufacturer with AI should always collaborate with the live broadcasting platform implementing the agency mode. Finally, the agency and resale modes can achieve coordination between the two firms. We also consider the partial unfit probability, hybrid mode, and “webrooming” behavior to extend our study, and numerically demonstrate our analytical findings’ robustness.

Technologies of virtual reality in the field of tourism

This article reveals the theoretical and practical issues of using virtual reality technologies in the field of providing tourist services. The position is argued that innovative technologies, which are currently involved in all aspects of our lives, whether it is a commercial sphere or a service sphere, have not bypassed the tourism industry. Such technological development has become very effective in the national economy of any country in the world, as new technologies can overcome obstacles related to space and time barriers, pandemic outbreaks, etc. In the scientific literature, virtual tourism has become a rather promising phenomenon for the research of lawyers, marketers, sociologists and psychologists. The peculiarities of the application of virtual reality technologies in the tourism field have been the subject of research by many foreign scientists for several years. The largest number of publications on this issue is in Asian countries, in particular China and Indonesia, where the tourism sector has been most affected due to the outbreak of the COVID-19 pandemic and travel restrictions. Their experimental studies reveal the main positive and negative aspects of the use of virtual reality technologies in the tourism sector. Within the framework of our research, attention is paid to the specifics of the application of certain types of virtual and augmented reality technologies in the field of providing tourist services. In particular, we characterized tourism using the system of immersive virtual reality technologies, photorealistic 360-degree virtual tours, travel blogs, live broadcasts. Although this is not an exclusive list, virtual tourism can be supplemented with technologies of augmented reality, panoramic online tour, 3D photos, videos, etc. It was found that the application of virtual reality technologies in tourism is indispensable for the creation of a new travel industry. It can enable users to visualize a virtual world by responding to visual, moving and audio cues, creating a sense of presence without having to leave their home or comfort zone.

The interaction between the anchor and customers in live-streaming E-commerce

PurposeLive-streaming e-commerce is becoming a new way for many consumers to shop. During the live broadcast process, the interaction between anchors and customers plays a decisive role on consumers' purchasing decisions. This study aims to explore how two types of interaction between the anchor and the customers (i.e. task-oriented interaction and relationship-oriented interaction) affect customers' purchase decisions.Design/methodology/approachThe study establishes a model based on online trust theory and multi-sensor interaction theory. To validate the model, we carried out five simulated live-streaming events and collected data through a scenario-based survey of the viewers participating in the live-streaming (N = 244). Structural equation modeling was employed to test the hypotheses.FindingsBoth task-oriented interaction and relationship-oriented interaction have a positive impact on users' purchase decisions through the mediation of virtual touch, emotional trust and cognitive trust. Sense of power has opposite moderating effects on the impacts of relationship-oriented interaction on emotional trust and cognitive trust.Originality/valueThis study enriches the theory of live-streaming e-commerce by demonstrating the decisive roles of two types of anchor–customer interaction, the mediation roles of virtual touch, cognitive trust, and emotional trust in customer purchase decisions, as well as the moderating effect of sense of power on customer decision-making processes. The findings provide practical insights for anchors and live-streaming platforms about how they should arrange live-streaming content to enhance consumer purchasing decisions.

Pre-treatment assessment of chemotherapy for cancer patients: a multi-site evidence implementation project of 74 hospitals in China

BackgroundChemotherapy, whilst treating tumours, can also lead to numerous adverse reactions such as nausea and vomiting, fatigue and kidney toxicity, threatening the physical and mental health of patients. Simultaneously, misuse of chemotherapeutic drugs can seriously endanger patients' lives. Therefore, to maintain the safety of chemotherapy for cancer patients and to reduce the incidence of adverse reactions to chemotherapy, many guidelines state that a comprehensive assessment of the cancer patient should be conducted and documented before chemotherapy. This recommended procedure, however, has yet to be extensively embraced in Chinese hospitals. As such, this study aimed to standardise the content of pre-chemotherapy assessment for cancer patients in hospitals and to improve nurses' adherence to pre-chemotherapy assessment of cancer patients by conducting a national multi-site evidence implementation in China, hence protecting the safety of cancer patients undergoing chemotherapy and reducing the incidence of adverse reactions to chemotherapy in patients.MethodsThe national multi-site evidence implementation project was launched by a JBI Centre of Excellence in China and conducted using the JBI approach to evidence implementation. A pre- and post-audit approach was used to evaluate the effectiveness of the project. This project had seven phases: training, planning, baseline audit, evidence implementation, two rounds of follow-up audits (3 and 9 months after evidence implementation, respectively) and sustainability assessment. A live online broadcast allowed all participating hospitals to come together to provide a summary and feedback on the implementation of the project.ResultsSeventy-four hospitals from 32 cities in China participated in the project, four withdrew during the project's implementation, and 70 hospitals completed the project. The pre-and post-audit showed a significant improvement in the compliance rate of nurses performing pre-chemotherapy assessments for cancer patients. Patient satisfaction and chemotherapy safety were also improved through the project's implementation, and the participating nurses' enthusiasm and belief in implementing evidence into practice was increased.ConclusionThe study demonstrated the feasibility of academic centres working with hospitals to promote the dissemination of evidence in clinical practice to accelerate knowledge translation. Further research is needed on the effectiveness of cross-regional and cross-organisational collaborations to facilitate evidence dissemination.

Strategi Mobile Journalism dalam Meningkatkan Kinerja Peliputan Wartawan (Studi pada Media TribunBengkulu.com)

Mobile Journalism (MOJO) has become a significant innovation in the field of journalism. MOJO has numerous effects on the performance of journalists in news coverage. This research investigates the use of MOJO as an effectibve tool to enchance responsiveness, engagement, and flexibility in carrying out journalistic tasks. Through a qualitative approach and case studies, this study explores the experiences of Tribun Bengkulu journalists who have adopted mobile journalism in converiing news in various locations. The research results indicat that the use of MOJO devices enables journalists to respond to news quickly and efficiently. With the ability to record videos, take photos, and engage in live broadcasts, journalists can cover events more dynamically. Futhermore, audience engagement is also enchanced through social media, particularly through live broadcasts. Financial affordability has proven to be an advantage, allowing media organizations with limited budgets to produce quality content without the need for expensive equipment. However, challenges related to production quality and ethical considerations need to remain a special focus. This can be addressed through specialized training and robust ethical guidelines for journalists adopting mobile journalism to ensure that high journalistic standards are maintained. In conclusion, MOJO is not just a practical tool for efficient news coverage but also an innovative approach that can enhance the engagement and flexibility of journalists in delivering information to the public.

Research on the development prospects and cultivation countermeasures of English majors in cross-border E-commerce backgrounds

Abstract: In recent years, the development of e-commerce has been very rapid no matter in which country or region. Based on its broad development prospects, a large number of investors have invested in the field, which also makes the competition between e-commerce increasingly fierce. As an emerging mode of e-commerce, live broadcasting, relying on the development of Internet technology, has become an important way of e-commerce with goods. However, China's e-commerce market has become mature, with high competitive pressure and reduced opportunities in the industry. In order to make better use of the English majors' own advantages, so as to broaden their development prospects in this industry, this paper starts from this background, analyzes the current situation and development prospects of cross-border e-commerce, studies the requirements and expectations of this industry for English majors, and puts forward the cultivation and practice programs for English majors in this direction.

Region-of-Interest Based Coding Scheme for Live Videos

In this paper, we introduce a novel rate control scheme specifically tailored for live broadcasting scenarios. Notably, in high-definition live transmissions of sports events and video game competitions that typically exceed 1080 p resolution and run at frame rates of 60 fps or higher, the transcoding speed of encoders often becomes a limiting factor, leading to streams with substantial bitrates but unsatisfactory quality metrics. To enhance the overall Quality of Service (QoS) without increasing the bitrate, it is essential to improve the quality of Regions of Interest (ROI).Our proposed solution presents an ROI-based rate reservoir model that ingeniously leverages Convolutional Neural Networks (CNNs) to predict rate control parameters. This approach aims to optimize the bitrate allocation within high bitrate live broadcasts, thus enhancing the image quality within ROIs. Experimental outcomes demonstrate that this algorithm manages to increase the bitrate by no more than 5%, effectively redistributing the reduced bitrate across the entire Group of Pictures (GOP). As a result, it ensures a gradual decrease in the quality of Regions of Uninterest (ROU), thereby maintaining a balanced quality experience throughout the broadcasted content.

Discursive Strategies in China’s Live Commerce Anchors Multimodality

At present, discourse analysis is widely used in news reports and TV talk shows in China, but there is a lack of discourse analysis research on live streaming. Against this backdrop, this study adopts a multimodal discourse analysis approach, drawing upon the comprehensive theoretical framework for multimodal discourse analysis and Kress and Van Leeuwen's seminal visual grammar theory as the theoretical basis, taking quality and quantity method to analyze data. Our research aims to investigate the intricate interplay between anchors and the amalgamation of diverse modalities in the process of constructing their image. Furthermore, we endeavor to analyze potential strategies that can be employed to enhance the efficacy of live broadcasting and augment viewers' engagement and consumption. In this paper, we decompose the multimodal discourse of the selected live video of “Oriental selection” into verbal and non-verbal modes, and analyze the process and role of how anchors use multimodality to form interactions and promote construction.

P115 Thousands of rheumatoid arthritis &amp; juvenile idiopathic arthritis patients benefit from interactive National Rheumatoid Arthritis Society broadcasts

Abstract Background/Aims Pressures on NHS services results in many rheumatology patients missing out on vital information that can support them in understanding and managing their conditions. During the COVID pandemic, NRAS took to social media to host regular live interactive broadcasts to keep people informed on the latest regarding vaccines, staying safe and treatments etc. These proved such a successful way of communicating with people not just across the entire UK but often those from other countries that ‘NRAS Lives’ have become a monthly resource offering covering a multitude of relevant to RA and JIA topics. Methods Originally utilising just Facebook NRAS became aware that this particular platform wasn’t being accessed by all our beneficiaries. At the beginning of 2023 NRAS began to use a new streaming platform ‘StreamYard’ that opened up the opportunity to stream broadcasts on Facebook, Twitter, LinkedIn and YouTube simultaneously, hence reaching many more people living with RA or JIA and rheumatology health professionals. NRAS Lives are hosted on the last Wednesday of every month with usually a panel of guests presenting on a chosen topic and individuals having the ability to pre-submit questions to be addressed on the night relating to the topic as well as the opportunity to post live questions throughout the broadcast. Results As of September 2023 NRAS has hosted eight interactive educational broadcasts reaching almost 15,000 people. Providing people with inflammatory arthritis the opportunity to hear from key opinion leaders and experts regardless of where they are located in the UK or across the world, or their ability to access such opportunities locally. Topics covered include BSR’s new Pregnancy Guidelines; Foot Health &amp; Orthotics; Mental Health &amp; Wellbeing; Support for young adults with IA; Importance of Exercise; Rheumatology Research for All; Remote Monitoring explained with upcoming topics in 2023 being Stress &amp; RA (uneasy bedfellows) and Men with RA ‘The Men’s Rheum’. All live broadcasts are recorded and then hosted on the NRAS YouTube channel and are being freely accessed for ongoing patient and health professional education. Conclusion With more and more patients being moved onto PIFU pathways as well as NHS resources being severely restricted in their ability to offer face to face patient education or indeed for health professionals to have access to experts from a wide variety of backgrounds, these NRAS Lives are bridging those increasing gaps in knowledge sharing. The NRAS YouTube channel is a developing accessible, free library of information which complements other NRAS and NHS resources for both patients and health professionals. Disclosure C.B. Jacklin: None.

Attracting new audiences to high culture: an analysis of live broadcasted performing arts at cinema theaters

The aim of this paper is to analyze the potential contribution of broadcasting live performing arts in movie theaters to the democratization of high culture. To accomplish this, we analyze the profile of attendees to these events to explore whether this new form of cultural consumption can attract individuals who do not normally attend live performances, thereby renewing high-brow audiences. Using data from the Spanish Survey of Cultural Habits and Practices in Spain (2018–2019), we find that individuals who frequently attend movies are more likely to attend live opera broadcasts in movie theaters, even those who do not consume live opera or even do not listen to opera at all. This is a positive insight suggesting that this initiative may be successful to engage new audiences to high culture.

Research on Channel Encroachment Strategy and Contract Design of Manufacturers Based on Live Broadcast

This article constructs supply chain models after the manufacturer's live streaming channel encroachment. Through demand function models and Stackelberg game theory, the optimal decisions of each member in the supply chain are solved using reverse induction method. The impact of various parameters on invasion strategies such as quality investment, channel pricing, and profits of all parties is analyzed. The results indicate that when consumers have a high level of preference for the sales channels opened by manufacturers, manufacturers can gain higher profits by inviting internet celebrities to live stream and promote sales through channel encroachment. When the potential demand scale of manufacturers is low and the proportion of anchor sharing is higher, manufacturers should reduce quality costs by lowering the level of quality investment. When the potential demand scale of manufacturers is high, they should reduce product returns by increasing the quality investment level and incentivize broadcasters by raising live broadcast prices.