Live Streaming Research Articles

Usability, Ergonomics, and Educational Value of a Novel Telestration Tool for Surgical Coaching: Usability Study.

Telementoring studies found technical challenges in achieving accurate and stable annotations during live surgery using commercially available telestration software intraoperatively. To address the gap, a wireless handheld telestration device was developed to facilitate dynamic user interaction with live video streams. This study aims to find the perceived usability, ergonomics, and educational value of a first-generation handheld wireless telestration platform. A prototype was developed with four core hand-held functions: (1) free-hand annotation, (2) cursor navigation, (3) overlay and manipulation (rotation) of ghost (avatar) instrumentation, and (4) hand-held video feed navigation on a remote monitor. This device uses a proprietary augmented reality platform. Surgeons and trainees were invited to test the core functions of the platform by performing standardized tasks. Usability and ergonomics were evaluated with a validated system usability scale and a 5-point Likert scale survey, which also evaluated the perceived educational value of the device. In total, 10 people (9 surgeons and 1 senior resident; 5 male and 5 female) participated. Participants strongly agreed or agreed (SA/A) that it was easy to perform annotations (SA/A 9, 90% and neutral 0, 0%), video feed navigation (SA/A 8, 80% and neutral 1, 10%), and manipulation of ghost (avatar) instruments on the monitor (SA/A 6, 60% and neutral 3, 30%). Regarding ergonomics, 40% (4) of participants agreed or strongly agreed (neutral 4, 40%) that the device was physically comfortable to use and hold. These results are consistent with open-ended comments on the device's size and weight. The average system usability scale was 70 (SD 12.5; median 75, IQR 63-84) indicating an above average usability score. Participants responded favorably to the device's perceived educational value, particularly for postoperative coaching (agree 6, 60%, strongly agree 4, 40%). This study presents the preliminary usability results of a novel first-generation telestration tool customized for use in surgical coaching. Favorable usability and perceived educational value were reported. Future iterations of the device should focus on incorporating user feedback and additional studies should be conducted to evaluate its effectiveness for improving surgical education. Ultimately, such tools can be incorporated into pedagogical models of surgical coaching to optimize feedback and training.

Incidental learning in EFL learners’ vocabulary accumulation: the lens of dual process theory

PurposeDrawing on dual process theory as the overarching framework, this study investigates how different types of incidental vocabulary learning yield different performance, repetition, and continuance intention outcomes and uncovers the underlying mechanism.Design/methodology/approachWe identify four popular types of incidental learning: traditional, a murder mystery game, noneducational live streaming, and VTuber. We propose that the underlying mechanism is the mediating role of perceived novelty as heuristic processing, and effort and performance expectancy as systematic processing. We conduct a between-subject experiment with four groups for the four types of incidental learning. From a total of 220 subjects, 55 valid responses were collected from each group. Analysis of variance and a partial least squares structural equation model are employed to examine the differences and mechanism.FindingsThe results show that noneducational live streaming performs significantly best for all three outcomes. The mechanism test demonstrates that perceived novelty and performance expectancy play significantly positive mediating roles, whereas effort expectancy has a null mediating effect.Originality/valueThe research provides both theoretical and practical implications.

TikTok live Streaming: The Role of Influencers in Shaping Consumer Purchase Decision

This study aims to determine the role of influencers in TikTok live streaming, promotion and trust in purchase urchase intention. The research method used in this research is descriptive quantitative. The sample in this study were 100 people. The sampling technique used is nonprobability sampling with saturated sampling. The approach used in this study was accidental sampling. The types of data used in this study are primary data and secondary data, where secondary data is used to strengthen the background of the problem. The measurement scale used is a questionnaire with a Likert scale of 1-5. The tests carried out in this study are validity and reliability tests, hypothesis testing, inner model, outer model and r square. The tool used to test the hypothesis is the Structural Equation Model (SEM) with the SPSS. The results of this study are that promotion and trust have a positive and significant effect on TikTok Live influencers in Yogyakarta, while promotion and trust have a positive effect on TikTok consumer buying interest, while the Influencer variable mediates the relationship between promotion and consumer buying interest TikTok Live in Yogyakarta.

Livestream sales prediction based on an interpretable deep-learning model

Although live streaming is indispensable, live-streaming e-business requires accurate and timely sales-volume prediction to ensure a healthy supply–demand balance for companies. Practically, because various factors can significantly impact sales results, the development of a powerful, interpretable model is crucial for accurate sales prediction. In this study, we propose SaleNet, a deep-learning model designed for sales-volume prediction. Our model achieved correct prediction results on our private, real operating data. The mean absolute percentage error (MAPE) of our model’s performance fell as low as 11.47% for a + 1.5-days forecast. Even for a 1-week forecast (+ 6 days), the MAPE was only 19.79%, meeting actual business needs and practical requirements. Notably, our model demonstrated robust interpretability, as evidenced by the feature contribution results which are consistent with prevailing research findings and industry expertise. Our findings provided a theoretical foundation for predicting shopping behavior in live-broadcast e-commerce and offered valuable insights for designing live-broadcast content and optimizing the user experience.

Enchanted but Regretful: Exploring the Impact of Flow Induced Impulse Buying and Return Intention in the Domain of Live Streaming Commerce

Social media live streaming has gained popularity among small sellers for real-time selling. Although favourable facets of live streaming have been studied, the potential for these advantages to result in negative outcomes is unexplored. The surge in small businesses embracing live streaming has led to a corresponding increase in product returns, impacting the profitability of these sellers. Therefore, this study aims to investigate how the shopping experience, particularly the sense of flow generated by live streaming, shapes the inclination to return the products. This impact is elucidated through the mediating role of impulse buying and regret (process and outcome regret). Moreover, the research examines the moderating role of flow consciousness in these relationships. A cross-sectional study was conducted using self-administered questionnaire from 463 participants in India. Data was then analysed using covariance-based structural equation model. Additionally, the impact of flow consciousness as a moderator was examined using process macro. The findings highlight three aspects: first, live streaming attributes induce a state of flow for users; second, impulse buying serially mediates with its sequential parallel mediators’ process and outcome regret, the relationship between flow and return intention. Third, heightened awareness of the flow intensifies customer’s regret. This study offers valuable insights to online retailers, as it provides insights into diverse tactics for mitigating the adverse effects of shopping encounters arising from live streaming. The study provides novel perspectives by delving into the path that influences customer in deciding whether to return products they have purchased through live streaming on social media platforms.

Pengaruh Harga dan Promosi Live Straeming Penjualan Terhadap Perilaku Impulse Buying Pada Pembelian Produk di TikTok Shop

Online shopping platforms in Indonesia continue to develop with the help of many digital consumers. This requires innovation and good marketing strategies, especially in price and promotion. This research aims to review the influence of price and promotion variables on purchase intention on one of the digital platforms (TikTok Shop). Quantitative methods are used in this study, including data collection techniques, such as distributing questionnaires to 100 respondents. The data collected were then analyzed through multiple linear regression. This research proves that price has a positive but insignificant effect on the impulse buying behavior of TikTok Shop consumers. This means that even though the price is relatively cheap, TikTok Shop consumers are not interested in buying the product. Then, in the second hypothesis, the results showed that live-streaming promotions affect consumer impulse-buying behavior because impulse-buying behavior is driven by the desire to buy a product after the product is marketed through live-streaming. Therefore, live streaming affects impulse buying.

Evaluating the Impact of Social Media on Consumers’ Online Shopping Behavior: A Mediated-Moderation Model

Social commerce has rapidly become a new field of study for both professionals and academics, indicating the possible influence of social media in shaping online commercial avenues. People spend a significant amount of time on social media, presenting online businesses with the chance to gain a comprehensive understanding of their customers' shopping behaviors. Consequently, it is essential to explore the factors that affect consumers' online shopping behavior. This research, conducted in Indonesia, seeks to identify the factors influencing consumer online shopping behavior. Analyzing data from 375 customers, the study employs Smart PLS to explore the relationships within the proposed model. The results indicated that live streaming, promotional tools, celebrity endorsements and perceived credibility are factors that impact consumer online shopping behavior in social commerce. The study verified the mediating role of promotional tools. However, perceived credibility did not moderate the association amid promotional tools and consumer online shopping behavior. The findings offer clearer insights into the factors affecting consumer online shopping behavior, aiding entrepreneurs in developing more effective strategies. This research brings fresh perspectives on consumer online shopping behavior by examining it empirically within the Indonesian context. This is significant due to the previous lack of studies focused on consumer behavior in social commerce and the scarcity of empirical evidence in this area.

Optimizing Real-Time Advanced Ultrasound Supervision in a University Setting

Introduction: Ultrasound-based diagnosis requires great expertise for reliability and accuracy, thus practical training is vital. Digital training can offer students the possibility of practical training in their local setups. However, there are critical issues that remote educators must address, particularly in advanced ultrasound training. The present study was therefore aiming at developing a suitable technical setup for supervision and education in tele-ultrasound that can be applied to a variety of advanced diagnostic and therapeutic areas. Methods: Using an action research approach including four cycles of action, we tested four technical setups with different software and hardware components across four ultrasound courses. Based on evaluation forms, written reflections, and two focus group interviews from the four cycles of action, respectively, we modified the setups to improve the technical solution for the next cycle. Results: The initial set-up was using commercial video call apps via mobile phones. Although no additional equipment or expertise was required, it was precluded by the poor image quality and motion blur resulting from capturing the ultrasound image on the smartphone. Nevertheless, this solution is viable when quick clarifications are needed. Additional stabilization support in the second set-up did not provide satisfactory image quality. The best technical solution was found in the third set-up, using a frame grabber and Reacts, which allows simultaneous live streaming of the ultrasound screen image and two web cameras. However, the cumbersome software interface, the need for an expensive user license, and problems with the internet connection reduced the acceptability of this setup. The optimal setup in cycle four, was a reasonable frame grabber, and Zoom, which is free, has a simple user interface and can stream live audio-visual ultrasound data from the probe and user simultaneously. Its annotation function is also beneficial in supervision. Conclusion: Through an action research approach including four cycles of action and thorough, subsequent evaluations, we found that a videoconferencing platform, such as Zoom, a computer, and a frame grabber connected to the ultrasound scanner was the optimal solution as this set-up is simple and affordable and is facilitating a good video-transmitted learning situation for students and supervisors. This technical set-up could therefore be suitable for a wide range of remote ultrasound courses.

Pengaruh Live Streaming dan Brand Ambassador Engagement terhadap Keputusan Pembelian Erigo: Studi Kasus Penggemar Grup Idola Jkt48 terhadap Produk Erigo di Karawang.

This research study aims to examine the influence of live streaming and brand ambassador of idol group JKT48 on the purchasing decisions of Erigo’s product. On this era of digitalization marketing, brands image increasingly leverage interactive online methods and influential personalities to enchance their target market and lead customer behavior. As such live streaming providing a real time immersive and interactive shopping experience that creates a dynamic engaging platform for product presentation. Brand ambassador with their credibility and relatability that can reach the significantly impact customer perseptions and preferences, further leading purchace decisions. This research employs a quantitative employ with surveying questionnaire sample of JKT48’s fans that bought Erigo product to gather data impact from their engagement and live streaming with factors influence their purchasing decisions.

Research on the Food Service Industry in Central Taiwan

This study examined the changes in business models in the food service industry of Taiwan in the postpandemic era. After staying at home for a more prolonged period during the pandemic. More consumers choose to cook at home to save costs, leading to a booming homemade food market. This trend greatly increases the popularity of convenient meal kits, semi-finished products, and do-it-yourself (DIY) meal sets. It not only caters to consumers’ interest in cooking but also provide convenient and quick solutions for food preparation. Food and beverage businesses have successfully expanded their market reach by developing high-quality homemade food products and utilizing social media and e-commerce platforms for sales. The immediacy and wide audience coverage of social media economy have enabled influencers and food bloggers to directly demonstrate the use and effects of meal kits and DIY dining through live streams and short videos. This approach attracts large numbers of followers to purchase these products, thereby quickly enhancing product awareness and sales. Collaborating with social media has become an effective marketing strategy for food and beverage businesses because it increases brand exposure and allows for product adjustments and improvements based on immediate consumer feedback. This study aims to analyze the post-pandemic restaurant industry through the lens of business models. By conducting interviews with restaurant owners across various sectors in central Taiwan, the research will explore how they confronted the challenges during the pandemic and how they have adjusted their business strategies in the aftermath. The objective is to identify future strategies suitable for the Taiwanese culinary market. This study employs business model theory and interview methodology to investigate six companies within Taiwan's restaurant industry. Through comprehensive analysis, the research aims to determine how the restaurant industry should adjust its strategic direction in the post-pandemic era. The interviewed restaurants implemented various adjustments during the postpandemic period, including arranging for industry–academia collaboration, enhancing employee training and incentives, strengthening restaurant recognition and sense of pride among employees, diversifying dish presentation, improving customer service systems, providing customized services, increasing investment in social media, reinforcing supplier relations, and expanding into new distribution channels. The study results indicate that food and beverage businesses can further explore the potential of social media economy, develop more products suitable for online promotion, and continually optimize marketing strategies by leveraging data analysis and market research to meet consumer demands.

Analisis Efektivitas TikTok pada Produk Ms Glow dalam Meningkatkan Kesadaran Merek: Brand Awareness

This study aims to determine the effectiveness of TikTok in increasing brand awareness of MS Glow products at Mirza Beauty Store, Pasuruan. The method used is descriptive qualitative with data collection techniques of observation, interview, and content analysis. The results showed that Mirza Beauty Store has managed to significantly increase its sales through the TikTok platform. The strategies used include creative and educational content, live streaming, and TikTok Ads. These contents attracted the attention of potential customers and provided useful information, thus increasing awareness of the MS Glow brand. Suggestions for Mirza Beauty Store are to continue developing relevant and interesting content, collaborating with influencers, utilizing TikTok advertising features, and conducting careful data analysis.

Strategies for Online Market Entry: The Role of Network Anchors in China’s Live Streaming Sales Ecosystem

ABSTRACT Purpose This study explores the strategic implications of live-streaming sales and network anchors in China’s e-commerce landscape, particularly focusing on how different types of network anchors influence consumer trust and purchasing decisions. Methodology/approach A scenario-based experimental design was employed, utilizing a 2 x 2 factorial structure to analyze the effects of network anchor types (celebrity anchors vs. internet celebrity anchors) and product types (search goods vs. experience goods) on consumer behavior. Data were collected from 500 participants through an online survey, ensuring a robust statistical analysis of the main and interaction effects. Findings The results reveal that celebrity anchors generate significantly higher levels of consumer trust and purchase intention for search goods, while internet celebrity anchors are more effective for experience goods. Trust was found to play a partial mediating role in these relationships, particularly for experience goods. Research implications The study contributes to the existing literature by integrating traditional endorsement theories with the modern context of live streaming, offering new insights into the differential impacts of network anchor types across various product categories. It also highlights the need for a nuanced understanding of consumer trust in digital marketplaces. Practical implications Marketers and online enterprises can leverage these findings to optimize their live-streaming strategies by aligning the choice of network anchors with the specific characteristics of the products being promoted. This strategic alignment can enhance consumer engagement, trust, and ultimately, purchase intentions. Originality/value/contribution This research advances the theoretical discourse on digital marketing by elucidating the complex interplay between network anchor types, product characteristics, and consumer trust. It offers a comprehensive framework for understanding and optimizing live-streaming sales strategies in the context of China’s rapidly evolving e-commerce environment.

TikTok Live Streaming Strategy for Msmes in Tasikmalaya to Increase Sales

This research aims to analyze and supplement the live streaming strategies that have not yet been implemented at Lalada Food. Additionally, this study evaluates the impact of the closure and reopening of TikTok Shop on live streaming strategies and proposes new strategies to increase sales and address the challenges arising from these changes. This research uses a qualitative approach focusing on in-depth observation. SWOT analysis is used to identify the strengths, weaknesses, opportunities, and threats faced by Lalada Food in conducting live streaming. The company occupies a position in quadrant II of the SWOT analysis, which represents a situation where the company's strengths are greater than its weaknesses, but opportunities are smaller than threats. Therefore, the company is in a strong position but faces significant challenges. The strategy used in this quadrant is the diversification strategy. This research is the first to analyze the implementation of live streaming strategies following the closure and reopening of TikTok Shop. This study provides new insights into their marketing strategies through live streaming to increase sales and address business challenges

Personal Brand Equity and Telepresence's Role in Tourism Electronic Commerce Live Streaming

ABSTRACTDespite the increasing popularity of e‐commerce live streaming (ECLS), research development in the hospitality and tourism field lags. Drawing on social impact theory, this study aims to investigate the effects of streamers' personal brand equity (strength) and the live‐streaming broadcasting environment (immediacy) on viewers' tourism product purchase intention. This research developed three experimental studies to examine the causal link between live‐streaming features (i.e., the interactive effect of streamers' personal brand equity and telepresence) and customer responses. The results showed that the interactions between different levels of personal brand equity and telepresence significantly impact positive outcomes related to tourists' behavior and decision‐making. This study contributed to the literature and practices by enhancing the understanding of ECLS as a newly emerging marketing tool in the tourism industry. The findings would encourage more hospitality and tourism companies to leverage ECLS as a new marketing campaign strategy.

Real-Time CNN Training and Compression for Neural-Enhanced Adaptive Live Streaming.

We propose a real-time convolutional neural network (CNN) training and compression method for delivering high-quality live video even in a poor network environment. The server delivers a low-resolution video segment along with the corresponding CNN for super resolution (SR), after which the client applies the CNN to the segment in order to recover high-resolution video frames. To generate a trained CNN corresponding to a video segment in real-time, our method rapidly increases the training accuracy by promoting the overfitting property of the CNN while also using curriculum-based training. In addition, assuming that the pretrained CNN is already downloaded on the client side, we transfer only residual values between the updated and pretrained CNN parameters. These values can be quantized with low bits in real time while minimizing the amount of loss, as the distribution range is significantly narrower than that of the updated CNN. Quantitatively, our neural-enhanced adaptive live streaming pipeline (NEALS) achieves higher SR accuracy and a lower CNN compression loss rate within a constrained training time compared to the state-of-the-art CNN training and compression method. NEALS achieves 15 to 48% higher quality of the user experience compared to state-of-the-art neural-enhanced live streaming systems.

Reform of Photography Education in Chinese Applied Universities in the Self-Media Era: Evidence from Responsible Persons in the Photography Major

Live streaming and short videos have become the most favored means of communication, and the prevalence of self-media has had a profound impact on traditional media industries, indirectly promoting reforms in Chinese photography education. This study delves into the current state of photography education in Chinese applied universities and the transformations undertaken in response to the challenges posed by self-media. The research covers the development status of university photography programs, the impact of live streaming and short videos on photography education, changes in teaching models, and the issues encountered during these reforms. Through in-depth interviews with heads and instructors of photography programs at five applied universities in China, and using NVIVO software for thematic analysis, the study examines the professional divisions, curriculum design, teaching methods, student employment rates, reform policies, and the challenges faced. The research finds that the prevalence of live streaming and short videos has had a positive impact on the dynamic imaging specialties within photography education, but has been detrimental to the static imaging specialties. Universities have actively reformed their teaching methods in response to market demands, yet still face challenges in integrating live streaming-related courses. This study provides the latest insights for practitioners in the Chinese self-media industry and offers valuable references for university policymakers and researchers.

Impulse Buying Behaviour in Live Streaming Commerce: The Influence of Celebrity-Owned Brands

Celebrity-owned brands have quickly become popular. Live streaming commerce has become one of the new business models adopted by celebrities to promote their products online in this era since traditional marketing methods are no longer able to meet all the consumer’s shopping needs and styles. We proposed a research model based on the Stimulus Response theory (SR Theory) to explore the reaction and behaviour of consumers after a certain stimuli factor. A total of 100 valid sample questionnaires with their experience in live streaming shopping were taken. This research adopted PLS-SEM statistical analysis as an empirical evaluation. Subsequently after the empirical investigation, it was found that attractiveness of the live streamer affects consumer’s impulse buying of celebrity-owned brands. Similarly, expertise of the live streamer also affects consumer’s online impulse buying of celebrity owned brands. However, the trustworthiness of the live streamer on live streaming commerce does not affect the online impulse buying of celebrity owned brands. In this paper, we build a framework for impulse buying in live streaming commerce. We verify this framework under Malaysian context. The findings of this paper provide concrete suggestions to business owners and celebrities for their marketing strategies.

The Effect of Social Presence on User's Participation Willingness Under Tourism Live Streaming

ABSTRACTTourism live streaming, as a powerful online platform connecting destinations and users, has promoted the recovery of tourism in the post‐epidemic era. This study uses the stimulus‐organism‐response (SOR) framework to investigate the connections among social presence, perceived value, and user's participation willingness in tourism activities. Through analyzing 383 responses collected from Douyin users, it is confirmed that social presence and emotional social presence will positively affect users' participation willingness. In addition, perceived functional value and perceived affective value play a partial positive mediating role, and user innovativeness positively moderates the connection between perceived value and users' participation willingness. This study is helpful for anchors and platforms to achieve better tourism live broadcast operation and management and is helpful for the tourism service industry to expand product influence and business performance.

Digital Twin-Based Alternate Ego Modeling and Simulation: Eva Herzigová as a 3D MetaHuman Avatar

Abstract Due to Dimension Studios and Unsigned Group, by likeness and movement digitization, the human supermodel Eva Herzigová’s highly realistic metahuman and 3D digital twin lead to perpetual career extension (e.g., on virtual runway shows by catwalk replication or in advertising campaigns by particular pose adoption), including in virtual worlds such as metaverse spaces, by use of extended reality technologies, in terms of virtual clothing, digital hair, skin texture, facial and body expressions, and makeup styling as avatar appearance and persona. In this paper, we show how, by likeness capturing (e.g., signature walk by motion capture shoot for face and body movement tracking) and virtual clothing, Eva Herzigová’s hyperreal 3D avatar (lifelike 3D digital human clone or realistic virtual human) is configured with subsequent restyled hair and make-up, 3D clothing modeling, and extended reality fashion shows on virtual catwalks or campaign shoots. We clarify that photographic reference materials and a sensor-based motion capture suit assisted Metahuman Creator in capturing facial and motion data for Eva Herzigová’s digital avatar, configuring realistic depiction and virtual activations of beauty standards, in addition to digital likeness, signature style, talent representation, and narrations, typifying digital human creation and presence in virtual worlds (e.g., for metaverse-based shoots). We conclude that Eva Herzigová’s hyperrealistic 3D digital human twin and MetaHuman avatar operate as a styled virtual alter ego and versatile personal brand extension by motion capture technologies for immersive virtual fashion shows, live video streams and broadcast, and digital wearable modeling.

Performance Testing Techniques for Live TV Streaming on STBs

In the realm of live TV streaming, performance testing is critical to ensure seamless delivery and optimal user experience on Set-Top Boxes (STBs). This paper presents a comprehensive exploration of performance testing techniques tailored for live TV streaming on STBs, focusing on methodologies, challenges, and best practices. With the growing demand for high-quality, uninterrupted live TV content, effective performance testing becomes imperative to address issues related to latency, buffering, and overall system reliability. The study begins with an overview of the unique performance challenges associated with live TV streaming on STBs. Unlike on-demand streaming, live TV requires real-time data processing and minimal latency to deliver a continuous viewing experience. The paper categorizes performance testing into several key areas: network performance, system resource utilization, and user experience. Network performance testing evaluates the efficiency of data transmission across various network conditions. Techniques such as bandwidth measurement, latency analysis, and jitter assessment are employed to simulate different network scenarios and determine their impact on streaming quality. These tests help in identifying bottlenecks and optimizing network configurations to support smooth streaming.