Live Context Research Articles

Exploring adolescent vulnerability to influencer product endorsement on snack intake within a live streaming context.

Exploring adolescent vulnerability to influencer product endorsement on snack intake within a live streaming context.

Supplemental Material for Exploring adolescent vulnerability to influencer product endorsement on snack intake within a live streaming context.

Supplemental Material for Exploring adolescent vulnerability to influencer product endorsement on snack intake within a live streaming context.

Capturing differences in perception and aesthetic judgment of live or medially presented music: development of a self-report instrument.

Nowadays there are multiple ways to perceive music, from attending concerts (live) to listening to recorded music through headphones (medial). In between there are many mixed modes, such as playback performances. In empirical music research, this plurality of performance forms has so far found little recognition. Until now no measuring instrument has existed that could adequately capture the differences in perception and aesthetic judgment. The purpose of our empirical investigation was to capture all dimensions relevant to such an assessment. Using 3D-simulations and dynamic binaural synthesis, various live and medial situations were simulated. A qualitative survey was conducted at the Department of Audio Communication of the Technical University of Berlin (TU Berlin). With the help of the repertory grid technique, a data pool of approximately 400 attribute pairs was created and individual rating data were collected. Our first study served to create a semantic differential. In a second study, this semantic differential was evaluated. The development of the semantic differential was carried out by first using a mixed-method approach to qualitative analysis according to grounded theory. Thereafter, a principal component analysis reduced the attribute pairs to 67 items in four components. The semantic differential consists of items concerning acoustic, visual and audio-visual interaction as well as items with an overarching assessment of the stimuli. The evaluation study, comprising 45 participants (23 male and 22 female, M = 42.56 years, SD = 17.16) who rated 12 stimuli each, reduced the items to 61 and resulted in 18 subscales and nine single items. Because the survey used simulations, the social component may be underrepresented. Nevertheless, the questionnaire we created enables the evaluation of music performances (especially for classical concerts) in a new scope, thus opening many opportunities for further research. For example, in a live concert context, we observed not only that seating position influences the judgment of sound quality but also that visual elements influence immersion and felt affect. In the future, the differential could be reviewed for a larger stimulus pool, extended or used modularly for different research questions.

Wearable sensors to measure the influence of sonic seasoning on wine consumers in a live context: a preliminary proof-of-concept study.

Any action capable of creating expectations about product quality would be able to modulate experienced pleasantness. In this context, during the 2022 edition of the Internet Festival (Pisa, Italy) a 'social experiment' was promoted to set up an affordable and reliable methodology based on wearable sensors to measure the emotions aroused in a live context on consumers by different kinds of wines. Therefore, five wines (two faulty ones and three high-quality samples) were proposed to 50 non-selected consumers in an arousing context with live jazz music as background. Both explicit (questionnaires) and two different approaches for implicit methods (electrocardiogram (ECG) recorded by wearable sensors vs. smartphones), the latter performed on a subgroup of 16, to measure the emotions aroused by wines and music were utilized synergistically. According to our findings: (i) wine undoubtedly generates a significant emotional response on consumers; (ii) this answer is multifaceted and attributable to the quality level of the wine tasted. In fact, all things being equal, while drinking wine even untrained consumers can perfectly recognize good wines compared to products of lower quality; (iii) high-quality wines are able to induce a spectrum of positive emotions, as observed by the analysis of ECG signals, especially when they are coupled with background music. The framework has certainly played to the advantage of good-quality wines, fostering their positive emotional characteristics on the palate even of some less experienced consumers, thanks to a dragging effect towards a positive mood generated by the surrounding conditions (good music in a beautiful location). © 2024 Society of Chemical Industry.

Socio-technical systems and trust transfer in live streaming e-commerce: analyzing stickiness and purchase intentions with SEM-fsQCA

Live streaming has gained substantial significance in the e-commerce realm, attracting the attention of scholars due to its profound impact on the consumer decision-making journey. However, previous studies have not sufficiently investigated into the complex of marketing strategies through trust transfer mechanisms and socio-technical aspects, considering the dynamic nature of the live streaming e-commerce environment. Grounded on the socio-technical system theory, this research develops a research framework that centers on the exploration of interactivity, entertainment, and visualization as catalysts for trust transfer in live streaming. Trust transfer is conceptualized as advancing from cognitive trust to affective trust. Cognitive trust is proposed as a mediating factor bridging socio-technical system constructs to affective trust, ultimately shaping stickiness behavior and purchase intention in the live streaming context. To test the hypotheses, this study collected data from 682 participants in Indonesia and employed a hybrid analysis approach, combining SEM and fsQCA. The SEM results confirm that socio-technical system constructs significantly predict cognitive trust but do not directly impact affective trust. Instead, cognitive trust plays a full mediating role in transforming trust rooted in emotional bonds within the live streaming environment. Furthermore, both cognitive and affective trust exhibit a significant influence on the formation of stickiness behavior and the driving of purchase intention in the domain of live streaming e-commerce. The findings from fsQCA validate diverse configurations that shape stickiness behaviors and purchase intention, enriching marketing and communication strategies within the live streaming context. Additionally, the fsQCA configurations suggest varying conditions for high and low desired outcomes in stickiness and purchase intention, offering a comprehensive understanding of consumer behavior in live streaming e-commerce. This research makes substantial contributions to both theoretical understanding and marketing practice by providing an extensive discussion of configuration combinations that offer enhanced insights into the study's findings.

Beyond the screen: How affection drives impulsive purchases in livestreaming e-commerce

The present study aims to examine the processes by which various qualities of live-streaming platforms impact customers impulsive buying behavior. The study primarily focuses on the influence of product, shopping environment, and audience involvement on customer behavior. In order to accomplish this objective, a structural equation model was utilized, and a total of 318 survey responses were analyzed to support our theoretical framework and assumptions. The results of our study indicate that individuals who feel increased levels of pleasure and arousal when engaging in live streaming are more prone to engaging in impulsive purchasing behavior. Furthermore, our research reveals that several external elements, like the level of promotional intensity, features of streamers, and the level of activity in live rooms, significantly influence customers' emotional responses. These affective experiences play a vital role as internal processes through which external cues influence consumers' inclinations towards engaging in impulsive buying behavior. The findings of this study have great importance for businesses and live streamers seeking to improve their marketing techniques and cultivate more immersive live shopping experiences. By comprehending the underlying factors that drive consumer impulse purchasing within the live streaming context, enterprises may customize their product offers, enhance the shopping experience, and augment audience interaction in order to optimize their sales potential. The present study offers valuable insights that may guide marketing decisions and tactics within the ever-changing realm of live streaming, therefore facilitating the success of enterprises in this expanding sector.

The role of gender-identity congruity in cross-gender endorsement in the context of live streaming

PurposeThis paper critically examines the effectiveness of male anchor in cross-gender endorsements and questions whether it can truly deliver positive outcomes for advertisers in the context of live streaming. It explores the underlying mechanisms of this effect by examining the mediation effect of perceived gender-identity incongruence and the moderation effect of anchor presence.Design/methodology/approachThree experiments are conducted to examine the effect of cross-gender endorsement on purchase intention.FindingsThe findings from three experiments provide empirical evidence that the endorsement of female-gendered products by male anchors leads to a significant decrease in the evaluation of these products among female consumers. This negative effect is mediated by a sense of gender-identity incongruence experienced by female consumers. Furthermore, the study demonstrates that female customers exhibit higher purchase intent for female-gendered products endorsed by male virtual anchors compared to real anchors; however, the same pattern was not observed in the case of female anchors.Originality/valueThis paper empirically examines the possible negative effects of the male anchor endorsement in the live streaming context. It reveals the underlying mechanism of this negative effect, and how the virtual “presence” take a role in this underlying mechanism.

Understanding the determinants of gifting and social sharing in live streaming: a dual-attachment perspective

PurposeThis study aims to explore the determinants of viewers’ gifting and social sharing behaviours in online streaming from a dual-attachment perspective and to explain how live streaming fosters attachment through a social interaction aspect.Design/methodology/approachThis study conducted an online survey with 316 valid responses to test the research model. The structural equation modelling approach was applied to assess both the measurement and structural models.FindingsThe results show that both bond-based and identity-based attachments promote gifting and social sharing behaviours. Participation and cognitive communion motivate viewers to establish bond-based attachment, while group interaction among viewer crowds encourages viewers to create identity-based attachment. In addition, group interaction can moderate the relationship between participation and bond-based attachment.Originality/valueThis study is one of the earliest attempts to highlight the significance of viewer crowd and viewer-viewer interaction in promoting viewers’ behaviours in live streaming context. This study also indicates that viewer-viewer interaction can moderate the impact of viewer–streamer interaction, which is among the first to investigate the interaction effects of viewer-viewer interaction and viewer–streamer interaction.

Dramaturgical boundary crossings in William Baldwin’s Beware the Cat as a text for theatrical adaptation

ABSTRACT This article argues that William Baldwin’s Beware the Cat is an already intensely theatrical text, prior to any form of dramatic adaptation. This proposition, and an exploration of how these concerns are subtly and playfully taken up by Babbage, Stenner and O'Connor's 2018 stage adaptation, is the focus of the essay. I anchor my discussion in the logic and discourses of dramaturgical practice and analysis to offer a reading that addresses the role of artifice, spectatorship, materiality, embodiment, textuality and narrative in the work and its interest in the makerly processes through which animal and human identities are constructed, assigned and negotiated. I propose that Beware the Cat, in both textual and live form, explores and negotiates three kinds of dramaturgical boundary crossings – between text and performance, between matter and meaning, and between performer and spectator. Overall, I propose that the titular ‘beware’ acts as a form of dramaturgical instruction for working with the text in a live context. I argue that, because Baldwin’s original work is so strikingly theatrical in its themes and structure, it offers a set of principles for the process of the work’s theatrical adaptation as much as it invites a reworking of its content for another form.

Identifying lipid particle sub-types in live Caenorhabditis elegans with two-photon fluorescence lifetime imaging.

Fat metabolism is an important modifier of aging and longevity in Caenorhabditis elegans. Given the anatomy and hermaphroditic nature of C. elegans, a major challenge is to distinguish fats that serve the energetic needs of the parent from those that are allocated to the progeny. Broadband coherent anti-Stokes Raman scattering (BCARS) microscopy has revealed that the composition and dynamics of lipid particles are heterogeneous both within and between different tissues of this organism. Using BCARS, we have previously succeeded in distinguishing lipid-rich particles that serve as energetic reservoirs of the parent from those that are destined for the progeny. While BCARS microscopy produces high-resolution images with very high information content, it is not yet a widely available platform. Here we report a new approach combining the lipophilic vital dye Nile Red and two-photon fluorescence lifetime imaging microscopy (2p-FLIM) for the in vivo discrimination of lipid particle sub-types. While it is widely accepted that Nile Red staining yields unreliable results for detecting lipid structures in live C. elegans due to strong interference of autofluorescence and non-specific staining signals, our results show that simple FLIM phasor analysis can effectively separate those signals and is capable of differentiating the non-polar lipid-dominant (lipid-storage), polar lipid-dominant (yolk lipoprotein) particles, and the intermediates that have been observed using BCARS microscopy. An advantage of this approach is that images can be acquired using common, commercially available 2p-FLIM systems within about 10% of the time required to generate a BCARS image. Our work provides a novel, broadly accessible approach for analyzing lipid-containing structures in a complex, live whole organism context.

How do virtual streamers affect purchase intention in the live streaming context? A presence perspective

The rise of live streaming commerce has attracted attention from scholars and practitioners as a new opportunity to reach consumers. However, few studies have focused on the role of virtual streamers in this context. Based on the stimulus organism response framework, we explore the impact of three characteristics of virtual streamers—likeability, animacy, and responsiveness—on social presence, telepresence, and purchase intention. We use partial least squares structural equation modeling analysis with online survey data from 378 consumers concerning their experiences of viewing virtual streamers. The findings indicate that likeability, animacy, and responsiveness enhance social presence and telepresence, which then promote purchase intention. Likeability and responsiveness directly increase purchase intention, but animacy does not. Multi-group analysis reveals differences between the effects of humanoid and zoonotic virtual streamers on social presence and telepresence. These results shed light on the role of virtual streamer characteristics and contribute to the literature on live streaming commerce, presence, and virtual humans.

Why viewers send paid gifts: The role of social influence on massively multiplayer online games live streaming

Virtual paid gifts from viewers are the main revenue source for the live streaming gaming industry, with massively multiplayer online games (MMOG) currently representing the most profitable game type. However, there is little understanding regarding what drives gifting behavior in the MMOG live streaming social environment. This study develops a research model for analyzing the antecedents of virtual gifts in the MMOG live streaming context, with monetary value used for quantification. This model builds on the theory of social influence and social impact literature, and it has been validated through an empirical study including 988,829 observations of real-time viewer data that were collected from the Douyu live streaming platform. Our study examines micro-, meso-, and macro-level social influences (i.e., self-presentation, parasocial relationship, and MMOG live streaming loyalty) on viewer gifting behavior and how the presence of others (i.e., social crowdedness of viewers on the live streaming channel) represents a contextual cue that moderates the effects of social influence on gifting behavior. The results reveal that self-presentation, parasocial relationships, and MMOG live streaming loyalty positively affect the monetary value of viewers’ paid gifts. Although the presence of others can strengthen the impact of parasocial relationships and MMOG live streaming loyalty on viewer gifting behavior, it negatively moderates the relationship between self-presentation and gifting behavior. This study theorizes the features of MMOG live streaming and extends the applicability of social influence theory and social impact theory to this context. Finally, we provide insights into how game practitioners facilitate viewer gifting behavior.

The influence of network anchor traits on shopping intentions in a live streaming marketing context: The mediating role of value perception and the moderating role of consumer involvement

In this empirical study, based on stimulus–organism–response (SOR) theory and involvement theory, we investigate the intrinsic mechanisms by which the traits of network anchors influence the shopping intentions of live streaming audiences. We also explore the mediating effect of value perception and the moderating effect of consumer involvement on purchase tendency. The results demonstrate that anchors who take the initiative to be purveyors of information can improve the value perception of products in a live streaming context. By virtue of their professionalism and interactivity, they can significantly influence the shopping intention of the live streaming audience. Value perception plays a significant mediating role between anchor traits and shopping intention, while consumer involvement plays an important negative moderating role. Accordingly, e-commerce companies should dialectically select suitable anchors to improve different types of perceived value in live streaming audiences, according to different levels of consumer involvement, in order to ultimately improve the shopping intention of such audiences.

The impact of Grb2 on phase condensation in live cells.

Two-dimensional protein condensation phase transitions on the membrane driven by tyrosine phosphorylation have been identified in several receptor signaling systems, including T cell receptor (via LAT)1,2 and EGFR.3 In the cases of both LAT and EGFR, we have found that the receptor scaffold and Grb2 are sufficient to form a membrane surface condensate in reconstituted systems using supported bilayer membranes. Furthermore, phosphorylation at the Y160 residue on Grb2 is sufficient to block this condensation. To follow up on these reconstitution results in live cells, we created a Grb2-knockout jurkat cell line. Results examining the impact of various Grb2 mutations on condensation in the live cell context using this system will be discussed.

A Live Cell Protein Complementation Assay for ORFeome-Wide Probing of Human HOX Interactomes

Biological pathways rely on the formation of intricate protein interaction networks called interactomes. Getting a comprehensive map of interactomes implies the development of tools that allow one to capture transient and low-affinity protein-protein interactions (PPIs) in live conditions. Here we presented an experimental strategy: the Cell-PCA (cell-based protein complementation assay), which was based on bimolecular fluorescence complementation (BiFC) for ORFeome-wide screening of proteins that interact with different bait proteins in the same live cell context, by combining high-throughput sequencing method. The specificity and sensitivity of the Cell-PCA was established by using a wild-type and a single-amino-acid-mutated HOXA9 protein, and the approach was subsequently applied to seven additional human HOX proteins. These proof-of-concept experiments revealed novel molecular properties of HOX interactomes and led to the identification of a novel cofactor of HOXB13 that promoted its proliferative activity in a cancer cell context. Taken together, our work demonstrated that the Cell-PCA was pertinent for revealing and, importantly, comparing the interactomes of different or highly related bait proteins in the same cell context.

국 라이브 스트리밍 커머스에서 행위적 의도에 대한 소비자의 가격민감도와 금전적 가치의 영향 평가 : 리뷰 평점 및 성별의 조절효과

본 연구는 중국 라이브 스트리밍 커머스 맥락에서 소비자의 행위적 의도에 대한 가격민감도와 금전적 가치의 직접효과를 고찰한다. 또한 이러한 직접효과에 대한 리뷰 평점 및 성별의 조절적 조절효과를 검증한다. 총 449부의 유효 설문지의 실증분석을 통해서 다음과 같은 연구결과를 얻었다. 첫째, 행위적 의도에 대한 가격민감도와 금전적 가치의 직접효과는 모두 유의하게 나타났다. 둘째, 리뷰 평점 및 성별에 의한 조절효과는 고객세분화 측면에서 매우 상이한 결과를 보였다. 자세히 설명하면, 소비자의 가격민감도가 높은 경우 남성의 행위적 의도는 리뷰 평점이 긍정적일수록 증가하는 반면 여성의 행위적 의도는 부정적 리뷰 평점에 강하게 반응한다. 또한 지각된 금전적 가치가 높은 경우 여성은 긍정적 리뷰 평점에 강한 반응을 보이지만 남성은 부정적 리뷰 평점에 강력한 반응을 보인다. 이와는 다르게, 지각된 금전적 가치가 낮을 경우에는 긍정적 리뷰 평점이 남성으로부터 강력한 반응을 이끌어낸다. 하지만 같은 상황에서 긍정적 리뷰 평점과 부정적 리뷰 평점이 여성의 행위적 의도에 미치는 영향 차이는 크지 않다. 이와 같은 결과를 토대로 이론적, 실무적 시사점과 함께 연구의 한계점을 제시한다.

A multimodal time-series method for gifting prediction in live streaming platforms

Viewer gifting is an important business mode in live streaming industry, which closely relates to the income of the platforms and streamers. Previous studies on gifting prediction are often limited to cross-section data and consider the problem from the macro perspective of the whole live streaming. However, the multimodal information and the time accumulation effect of live streaming content on viewer gifting behavior are ignored. In this paper, we put forward a multimodal time-series method (MTM) for predicting real-time gifting. The core module of the method is the multimodal time-series analysis (MTA), which targets at effectively fusing multimodal information. Specifically, the proposed orthogonal projection (OP) model can promote cross-modal information interaction without introducing additional parameters. To achieve the interaction of multi-modal information at the same level, we also design a stackable joint representation layer, which makes each target modality's representation (visual, acoustic and textual modality) can benefit from all the other modalities. The residual connections are introduced as well to ensure the integration of low-level and high-level information. On our dataset, our model shows improved performance compared to other advanced models by at least 8% on F1. Meanwhile, the MTA is able to meet the real-time requirements of the live streaming setting, and has demonstrated its robustness and transferability in other tasks. Our research may offer some insights about how to efficiently fuse multimodal information, and contribute to the research on viewer gifting behavior prediction in the live streaming context.

Do consumers stick with good-looking broadcasters? The mediating and moderating mechanisms of motivation and emotion

Prior studies reported mixed results on how consumers respond to broadcasters’ physical attractiveness. To shed new light on this research gap, this study investigates the influence of broadcasters’ physical attractiveness on consumer engagement in live streaming e-commerce, with the mediating and moderating mechanisms of consumer motivation and emotion. Data were obtained from 810 consumers on the Taobao live streaming platform in China using a survey questionnaire. Structural equation modeling was adopted to analyze the data. Results show that broadcasters’ physical attractiveness is positively related to consumer engagement. Moreover, consumer motivation and emotion play mediating and moderating mechanisms in this relationship. The findings provide implications for researchers and business managers in understanding, recruiting, training, and developing broadcasters and influencing consumers’ motivation, emotion, and behavior in the live streaming e-commerce context.

Hardcore viewer engagement and social exchange with streamers and their digital live streaming communities

PurposeDigital live streaming applications, combined with the broadcasting of cross-modal, video-mediated communication in the social networking community, have grown in popularity in recent years. A theoretical gap exists regarding a comprehensive framework that explains hardcore viewer engagement through the social exchanges in digital live streaming communities. Traditional viewers engaged with a single-dimensional focal object, but nowadays, viewers interact with multidimensional and multiobjects through the social exchanges (e.g. virtual gifts, emotional supports) in live streaming digital communities. This study aims to address this void in the marketing literature of hardcore viewer engagement under dynamic social exchanges in digital live streaming communities.Design/methodology/approachThis research used a qualitative approach. The data collections were from October 2018 to January 2020. Data were collected in semistructured interviews with 17 Media 21 hardcore viewers.FindingsThe outcomes of hardcore viewer engagement and social exchange include three main stages: introduction, immersion and enthusiasm. It indicates that loyalty and active hardcore viewer–streamer relationships were fostered through the process of hardcore viewer engagement and social exchange with multiple objects and dimensions.Research limitations/implicationsThere are three main implications to the literature in this study. First, this empirical study extends the concept of consumer engagement to hardcore viewer engagement, and social exchange is found to trigger social behavior and relations in a digital live streaming community. Second, it contributes to the social media community literature. Hardcore viewer engagement provides a broad dimensional scope to examine digital live streaming community participation by integrating the cognitive, affective and behavioral aspects. Finally, it contributes to the literature of social exchange theory. It indicates that the extension of hardcore viewer–streamer social relationships is not restricted to traditional mass media but can be fostered in digital live streaming communities.Practical implicationsIt contributes to the consumer engagement literature by exploring in depth viewer engagement dimensionality in a rich digital live streaming context. This study proposed a framework for understanding the stages and outcomes of viewer engagement and parasocial interactions according to three dimensions and multiple objects, which lacked empirical validation in previous studies.Social implicationsThis study also contributes to the social media community literature. In capturing the functions of such groups, the variables of interest were “participation,” “involvement” and “membership.” These variables were determined through behavioral actions or intentions. In contrast, viewer engagement provided a broad dimensional scope to examine digital live streaming community participation by integrating the cognitive, affective and behavioral aspects.Originality/valueThe findings of this study indicate that the extension of parasocial relationships is not restricted to traditional mass media but can be fostered in digital live streaming communities that are designed to bring the viewer close to streamer(s), community members and system functions and activities. Although digital live streaming applications differ from traditional parasocial interaction environments because they offer direct, instantaneous, multiple communication among streamer(s), system functions and community members, the findings of the present study indicate that viewer–streamer–viewer parasocial relationships established both online and offline are often interwoven.

Stop and Look: A Novel Checkpointing and Debugging Flow for FPGAs

Hardware checkpointing enables live migration, fault recovery, and context switching, but has been difficult to achieve for FPGA applications. We detail techniques to checkpoint complex FPGA designs and develop StateMover, a new checkpoint-based debugging flow for FPGAs that combines the speed of hardware execution with the full observability and controllability of simulation. StateMover can safely stop a running design and seamlessly move its state back and forth between an FPGA and a simulator. StateMover can create complete design checkpoints even for designs that have multi-cycle I/O interfaces, contain buried state that is not accessible by FPGA readback, and use external memories. StateMover and its associated IPs allow a designer to quickly make a design checkpointable, with a small area overhead. Moving the state from/to an FPGA to/from a simulator can be performed in a few seconds for large Xilinx UltraScale FPGAs.