在线直播与电子商务交易外文文献翻译2019-2020Word格式文档下载.docx

在线直播与电子商务交易外文文献翻译2019-2020Word格式文档下载.docx

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在线直播与电子商务交易外文文献翻译2019-2020@#@英文@#@LiveStreamingCommerce:

@#@UsesandGratificationsApproachtoUnderstandingConsumers’Motivations@#@DongheeYvetteWohn@#@Introduction@#@Livestreaminghasbecomeextremelypopularinrecentyears,spurringalotofresearcharoundthistopic.Someresearchhasfocusedontechnicalissuesoflivestreamingsystems;@#@otherresearchwasaboutuser-generatedcontent,streamers’motives,andviewers’motives;@#@andsomeresearchfocusedonspecificplatformssuchasYouTubeLive,Twitch,andPeriscope.In2007,Friedlä@#@nderidentifiedthatthemaincategoriesoflivestreamingcontentarechatting,sharinginformation,24/7,“sliceoflife”,andentertainmentmedia,onthebasisofcontentfromthreedifferentcountries（Germany,UnitedStates,andJapan）acrossdifferentplatforms（YouNow,Periscope,andUstream）.Missingfromthisanalysis,however,waslivestreamingcommerce.@#@Shopping with live streams—also known as live streamingcommerce—iscomparativelynew.Livestreamingcommerceisdefinedasasubsetofecommerceembeddedwithreal-timesocialinteraction,afeatureuniquetolivestreams.Therearetwotypesoflivestreamingcommerce.Thefirstiswhenlivestreamingfeaturesareintroducedinto@#@15@#@e-commerce/shoppingsitesorapps.Somestartupshavecomeintothisbusinessandtargetedspecificmarketsegmentations,suchasLivby,whichlaunchedthefirstU.S.mobilelivestreamingshoppingappin2016.OtherexamplesincludePopshopLive,whichallowscreativeindividualstocreatetheirownshoppingchannels,buildtheirpersonalbrands,andsellproductsglobally andShopshops,whichfocusesonconnectingU.S.brandswithChineseconsumersvialivestreams.@#@Anotherexamplefore-commerceexpandingintolivestreamswasAmazon’s“StyleCodeLive”whichwaslaunchedin2016tobroadcastfashionandbeautyproductstoitscustomersbutcanceleditsserviceinMay2017.AmazonwasthefirstAmericane-commercegianttogetinvolved in livestreaming commerce, albeit unsuccessfully.Morerecently,Talkshoplive,astartuplaunchedinMarch2018,startedtosupportsmallbusinessownerstolivestreamtheirproductsandconnectthemtomainstreambrandsandinfluencers.@#@Thesecondtypeoflivestreamingcommerceiswhenplatformsthatwereoriginallyforlivestreamsintegratecommercialactivities.InOct.2016,“Live.me”,alivevideochatplatform,launchedanofficialstore,whereuserscouldbuytheitemspromotedbytheirfavoritecreatorswhilestillkeepingoneeyeonthestream.AnotherexampleisTwitch,whichisalivestreamingplatformthatisnotprimarilyaboutsellingproducts,butstreamerscanhavelinksintheirchannelsthatleadtoshoppingsitesand@#@receivecommissions.Viewerscanalsobuyvirtualproductscalledbitswithrealmoneyto“cheer”streamersthattheyappreciate.@#@WhiletheuseoflivestreamingforshoppingisstillinitsinfancyintheUnitedStates,e-commerceisoneofthemostpopularapplicationsforlivestreaminginChina.Moreandmoree-commercebusinessesarejoininglivestreamingshopping.Almostallthemaine-commerceplatformshaveopenedlivestreamingchannelssuchasT,JD.com,VIP.com,andM.Theyoftenpromoteaneventbyinvitingsocialmediainfluencersorstars（internetcelebrities）ordirectlycooperatewithbrandstobroadcasttheproducts.Forexample,StarbucksstreameditsnewstoreopeningonTaobaoandattracted180,000viewersinthreehours;@#@TexclusivelystreamedtheeventofiPhoneXreleaseinChina.TaobaoLive,whichisoperatedbyAlibaba,hasalreadyhadmorethan10,000internetcelebritiesintroduceandpromoteallkindsofproductsthroughlivestreamssuchasmakeup,clothing,andfood.@#@Despitegrowingpopularity,livestreamingcommerceresearchhasbeen limited. This could be because live streaming shopping isflourishinginChinabutjuststartedintheUnitedStates.Inoneofthefewknownexamplesofscholarshiponthistopic,Caietalexploredlivestreamingshoppingattitudesandfoundoutthatthetopfourreasonsconsumerspreferredtoshopthroughlivestreamsratherthantraditionalonlineshoppingwereproductdemonstration（theabilitytoseehow@#@products worked）, product information （the ability to ask moreinformationthattheyareinterestedin）,excitementaboutnoveltyofanewwaytoshop,andinteraction（theabilitytocommunicatewiththestreamerandotherviewers）.Inthisstudy,wewillapplyusesandgratificationsasthetheoreticalbackgroundandpreliminarilyexplorethemotivationstouselivestreamingcommerceandexaminehowthesemotivationspredictbehavioralintentionstoengageinlivestreamingcommerceinthefuture.Wefirstsummarizethecurrentresearchaboutmotivesofusinglivestreams,thenintroducetheconceptoflivestreamingcommerceandusesandgratificationstheoryintegratedintoonlines