共查询到20条相似文献，搜索用时 15 毫秒
1.
《Information processing & management》2023,60(4):103371
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. 相似文献
2.
作为MSI两次提及的优先研究领域,顾客契合成为当前国际营销科学领域的热点问题之一。研究基于知识图谱理论,利用Citespace软件对Web of Science核心合集上1076篇顾客契合相关文献进行文献计量分析,绘制顾客契合研究文献的共被引知识图谱和共词聚类知识图谱,以探索顾客契合的研究热点和研究趋势。研究发现：顾客契合当前研究热点包括问卷测量开发、顾客契合实证研究和顾客契合在价值创造中的作用;顾客契合的研究趋势包括大数据环境下的顾客契合测量、顾客契合价值的识别与挖掘、在线互动环境中的“游戏化”元素设计研究三个方面。 相似文献
3.
本文通过问卷调查数据,检验了顾客满意度对口碑推荐进而对新客户购买决策的影响,模型中同时考虑了产品涉入度和情感承诺的调节作用以及顾客交流特征(口碑传播者的专业性、关系强度、感知风险)对新客户购买决策的影响。结果表明:顾客满意度对口碑推荐有显著的正向影响;口碑推荐对新客户购买决策有显著的正向影响;产品涉入度在顾客满意度和口碑推荐的关系中起着显著的正向调节作用,但情感承诺的调节作用不明显;口碑传播者的专业性以及关系强度对新客户购买决策有显著的正向影响,感知风险的影响不显著。同时本文通过计算口碑推荐数量和口碑转换概率从而预测出基于口碑推荐方式获取新顾客数量。 相似文献
4.
5.
《International Journal of Information Management》2016,36(5):686-699
Social commerce sites (SCSs), a new model of social media, provide fertile ground for customers to communicate their opinions and exchange product- or service- related information. Given the significant opportunities related to the use of social media data for customers’ insight, we explore the factors driving information sharing behavior on SCSs. In this paper, we propose and empirically test a comprehensive theoretical model for customer information sharing behavior through analysis of online survey data as well as network and behavioral usage data of over four months from 1177 customers in a SCS. The research model was empirically validated with the use of both subjective and objective data in a longitudinal setting. Our results show that customer information sharing is influenced by both individual (i.e., reputation and the enjoyment of helping others) and social capital (i.e., out-degrees’ post, in-degrees’ feedback, customer expertise and reciprocity) factors. This study contributes to the existing literature by highlighting the role of directed social network in customer information sharing behavior on SCSs. We believe that the results of our study offer important insights to the IS research and practice. 相似文献
6.
《Information processing & management》2023,60(2):103218
The rise of online retail platforms has facilitated customers to purchase from the same firm across multiple platform channels. It is challenging for firms to maintain online customer–firm relationships as customers are easily attracted by competitors on different platforms. While previous studies focus on offline-online multichannel shopping, how cross-platform multichannel shopping affects customer–firm relationships is largely neglected. Utilizing longitudinal customer data from an online seller with channels on two major Chinese retail platforms, we found that cross-platform multichannel shopping lengthens, deepens, and broadens online customer–firm relationships. Cross-platform multichannel shopping has a stronger positive effect on the length and depth of online customer–firm relationships as the duration before multichannel shopping increases. After cross-platform multichannel shopping, customers who revert to the original channel weaken their relationship with the firm compared to those who keep using both channels or migrate to another channel. Our empirical results contribute to the literature by examining novel multichannel shopping behavior and its dynamic process. The findings also provide insights into customer relationship management by targeting cross-platform multichannel shopping customers. 相似文献
7.
结合传播网络的复杂性和社会性,利用元胞自动机的基本原理,构建了网络谣言传播的动态模型,从中心度、关系强度和网络结构3个方面对传谣传播的效果进行仿真实验。结果表明：网民在其网络群体内的社会地位和网络谣言传播呈正相关;关系强度和中心度对网络谣言的传播范围共同产生正向影响;网络密度和网络谣言的传播范围呈正相关。根据仿真结果,提出预防网络谣言涌现的建议参考。 相似文献
8.
The rise of social media has created a new e-commerce platform called social commerce. In social commerce, e-vendors such as Amazon may integrate social media with their traditional e-commerce sites. Based on self-determination theory and social commerce literature, we develop a model illustrating how social commerce features may impact consumer behaviors and facilitate social commerce benefits from the extrinsic motivation perspective. We identify four types of extrinsic motivation including external motivation, introjected motivation, identified motivation, and integrated motivation; and we examine their influences on consumers’ intention to contribute social commerce information, which in turn leads to their subsequent behaviors and increases the perceived benefit of social commerce. We also consider the moderating effect of gender in the formulation of social commerce benefits. Based on longitudinal survey data from Amazon consumers, we find that 1) consumers’ external and identified motivation has a positive impact on intention to contribute social commerce information; 2) consumers’ intention is positively associated with their future behaviors, which in turn facilitate their perceptions of social commerce benefits; and 3) gender moderates the impact of behavior on social commerce benefits. 相似文献
9.
虚拟社区已成为当代旅游者的重要活动空间,他们在社区中展开发布信息、组织活动、寻求帮助、分享生活等非交易行为（即契合行为）,厘清旅游虚拟社区的参加动机及其与契合行为间的关系对于旅游虚拟社区的经营与发展具有重要意义。本文采用定量研究方法,对呼和浩特户外旅游虚拟社区进行了问卷调查,尝试明晰人们参加旅游虚拟社区的主要心理动因,并探索户外旅游虚拟社区中参加动机对于成员契合行为的影响。研究结果表明：旅游虚拟社区参加动机可划分为4种：自我成就、社交、学习和实际好处;虚拟社区参加动机对于契合行为具有显著影响,但仅对态度契合具有直接影响;群体认同是虚拟社区参加动机对契合行为产生影响的重要路径;契合行为的完全实现,必须要以达成态度契合为前提;旅游虚拟社区成员“参加动机-群体认同-态度契合-行为契合”的关系链条得以明晰,探索出从参加动机到契合行为的一般性普适路径。本文丰富了旅游虚拟社区契合行为研究,对旅游虚拟社区的经营管理者具有一定的借鉴和参考价值。 相似文献
10.
《Information processing & management》2016,52(6):1142-1160
Increasing use of the Internet gives consumers an evolving medium for the purchase of products and services and this use means that the determinants for online consumers’ purchasing behaviors are more important. Recommendation systems are decision aids that analyze a customer's prior online purchasing behavior and current product information to find matches for the customer's preferences. Some studies have also shown that sellers can use specifically designed techniques to alter consumer behavior. This study proposes a rough set based association rule approach for customer preference analysis that is developed from analytic hierarchy process (AHP) ordinal data scale processing. The proposed analysis approach generates rough set attribute functions, association rules and their modification mechanism. It also determines patterns and rules for e-commerce platforms and product category recommendations and it determines possible behavioral changes for online consumers. 相似文献
11.
Growing evidence shows that mobile commerce will increase consumers’ impulse buying behavior. However, existing study examining the impact factors on individuals’ impulse buying in mobile commerce is limited. Drawing on stimulus-organism-response (S-O-R) paradigm, this study focuses on situation factors and reaction factors in mobile commerce to examine impulse buying. Building on prior literature of browsing and motivation theory, this study views hedonic browsing and utilitarian browsing as two key drivers on impulse buying in mobile commerce. This study adopts partial least squares estimation to analyze the data obtained from an online questionnaire. Two main findings emerge. First, three situation factors (portability, visual appeal and interpersonal influence) differently affect hedonic browsing and utilitarian browsing. Second, hedonic browsing directly and positively influences consumers’ urge to buy impulsively, whereas utilitarian browsing indirectly influences consumers’ urge to buy impulsively through hedonic browsing. Discussions, limitations, and implications are also presented in the paper. 相似文献
12.
Though gamified loyalty programs (GLPs), or loyalty programs that deploy gamified elements, are increasingly adopted, academic acumen of customer engagement with GLPs lags behind, thus exposing an important research gap. Based on this gap, we review the gamification-, loyalty program-, and customer engagement literature, from which we derive important insight. First, extending the customer engagement literature, we develop the concept of GLP engagement (GLPE), defined as members’ GLP-related behavior, expressed through direct- (i.e., purchase) and/or indirect (e.g., GLP-related learning/advocating) contributions, which we argue are critical to GLP effectiveness. Extending prior research, we also classify members’ indirect GLP contributions as autonomous (vs. interdependent)-, selfless (vs. self-seeking)-, control (vs. laissez-faire)-based-, collaborative (vs. competitive)-, individual (vs. generic)-, and calculated (vs. non-calculated) contributions. Second, we develop a self-determination theory-informed framework that proposes members’ intrinsic/extrinsic motivation as major drivers of GLPE, which in turn impacts customer brand engagement value (CBEV). Third, formalizing the framework’s associations, we develop a set of Propositions that serve as a springboard for further GLPE research. We conclude by discussing major implications that arise from this research. 相似文献
13.
Use of both verbal and nonverbal cues in computer-mediated communication can influence customers’ perceptions and their behavioral intentions. Drawing on the compensation effect theory, this study investigates how verbal and nonverbal cues used by customer service agents during online service recovery processes affect customers’ perceptions of service chat agents’ warmth and competence and their willingness to cooperate with a service agent to complete the service recovery process. A 2 (message interactivity cues: high vs. low) × 2 (visual cues: high vs. low) between-subjects experimental design is utilized to identify the main and interaction effects of verbal and visual nonverbal cues used in online communications on customers attitudes and behaviors. Results show that use of verbal cues leads to higher perception of a chat agent’s competence, but lower perception of a chat agent’s warmth while use of visual nonverbal cues results in higher warmth perceptions but lower competence perceptions. The interaction effect of verbal and visual nonverbal cues indicates that visual nonverbal cues have a compensatory effect on message interactivity and vice versa, such that customer-perceived warmth and competence are prone to trade-offs between verbal cues and visual nonverbal cues. Furthermore, perceived warmth and competence mediate the indirect effects of verbal and nonverbal cues on customers’ cooperation intentions. Theoretical and practical implications of use of verbal and nonverbal cues during online communications in service recovery processes are discussed. 相似文献
14.
Developing customer product loyalty through mobile advertising: Affective and cognitive perspectives
Mobile advertising is an increasingly popular marketing channel since it can present advertising in a personalized manner. This study examines the development of customer product loyalty through mobile advertising by considering the drivers from affective and cognitive perspectives. An Expectation Confirmation Model (ECM), as defined for repurchase intention, is proposed as a theoretical basis for the relationship structure of related research variables. An Elaboration Likelihood Model (ELM) identifies affective and cognitive concerns for defining the drivers of consumer behavior. Involvement and interactivity confirmation arise as affective and cognitive concerns in this context. This research model also indicates a particular mediating role of perceived usefulness and customer satisfaction from the two drivers for developing customer product loyalty. Empirical analysis shows that both affective and cognitive perspectives, i.e., involvement and interactivity, are important drivers to motivate customer product loyalty. The findings can help practitioners design more effective approaches for mobile advertising. 相似文献
15.
《International Journal of Information Management》2017,37(3):229-240
Company social networks have become an important means for the socialized marketing of a company, forming a new challenge to companies on how to attract customers. Based on such theories as customer engagement, value co-creation, and relationship marketing, this paper presents a model of the influence of customer engagement on stickiness. Data collected from 260 valid questionnaires from Sina’s enterprise microblog users were analyzed by structural equation modeling. Empirical results show that customer engagement has a direct and positive influence on customer stickiness as well as an indirect influence through customer value creation. This study enriches previous researches on existing theories of customer engagement, value co-creation, and stickiness, and gives practical guidance for companies to encourage customer engagement and enhance the stickiness of company social networks. 相似文献
16.
试图将组织行为理论和创新理论结合起来,探讨政府机构不同的权力运用方式,是如何影响政府机构和中小企业的关系,并进而影响中小企业创新绩效。通过对244家企业样本的统计分析发现,政府机构的权力运用方式,不论是运用个人权力(参照、专家和信息权力)还是运用职务权力(奖励、合法和强制权力),都会对它们与中小企业之间的关系强度产生正影响,并且会对中小企业的创新绩效产生正影响,中小企业和政府机构之间的关系强度在政府机构的权力运用方式和中小企业创新绩效之间构成中介作用。上述结果表明,政府机构应当通过适当地运用不同的权力资源来积极地影响它们和中小企业之间的关系强度,并进而影响其创新水平。 相似文献
17.
《Information processing & management》2023,60(3):103254
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. 相似文献
18.
This paper explores the potential of gamification for sustainability marketing efforts, examining users’ experiences with a gamified app designed to encourage the sustainable energy behavior of turning off electricity switches. Using data collected from 387 participants who partook in a week-long field study using a gamified app, we analyze the interrelationships between flow, customer engagement, value-in behavior, and intentions to perform sustainable behavior and continue use of a gamified app. We show how consumers’ gameful experiences via flow enhance engagement with a gamified app, and how this results in enhancing the perceptions of value in performing a sustainable energy behavior. Further, we evidence how the value-in-behavior created by a gamified app not only influence behavioral intentions to perform a sustainable energy behavior, but also intentions to continue using the gamified app. These results provide important theoretical and practical insights as to the potential for gamification to be used for sustainability marketing and how gameful experiences (flow and customer engagement) can transfer to positive perceptions of sustainable behavior (value-in-behavior). 相似文献
19.
通过虚拟顾客参与平台（Virtual Customer Environments, VCE）来吸引顾客参与创新、利用顾客大数据、创建顾客中心型组织成为企业的重要策略，但VCE的运行机制并未得到理论界的足够重视。本文以VCE功能为主线，将VCE分为信息展示、需求收集和深度互动三个子平台。基于刺激-机体-反应模型，分析每个子平台的运行机制。具体而言，IT环境和市场环境的发展构成VCE的运行基础，企业和顾客之间的交互关系构成VCE的运行动因，企业吸引行为和顾客参与行为构成VCE的运行过程。进一步运用内容分析法，本文检验了中国500强企业网站中VCE子平台的运行，实证研究结果支持理论模型所提出的运行机制。但同时也发现，大多数中国500强企业尚未充分构建需求收集和深度互动这两个子平台，表现为在实际运行中未能有效吸引顾客参与。本研究不仅推动了VCE理论的发展，对顾客参与理论进行了拓展，并且有助于指导企业完善VCE平台的构建，从信息技术的角度塑造顾客导向型组织，提升创新绩效。 相似文献
20.
从消费者视角出发,以顾客价值为切入点研究电子商务网站的竞争优势,探究顾客价值与电子商务网站竞争优势的关系,通过问卷调查法和AMOS结构方程模型进行模型的构建和实证研究,论证顾客价值对电子商务网站竞争优势具有重大且积极的影响,为电子商务网站经营管理者制定企业竞争战略方针提供思路。 相似文献