Live streaming commerce from the sellers’ perspective: implications for online relationship marketing

ABSTRACT

Live streaming has recently become a popular direct selling channel which offers small, self-employed sellers unseen levels of consumer interaction and engagement. While the extant research focused on consumer motivation and intention to shop via live streaming, little is known from the seller’s perspective. Indeed, the potential advantages of live streaming commerce are accessible to everyone, but sellers experience different levels of success with this medium. Using a mixed quantitative and qualitative approach, this study analyses Facebook data of live streaming sellers to assess the nature and extent of engagement metrics, and delineate the dynamic, interactive live streaming sales process. We identify four sales approaches and twelve strategies adopted in acquiring and retaining customers. This typology of sales approach representing seller-focused antecedents is mapped against the relationship process and outcomes to provide a framework for understanding relationship mechanisms in live streaming commerce.     

Open Innovation in Emerging Markets: A Business Model Perspective

There has been significant contribution to the management literature on open innovation and partnership strategy, detailing their nature and impact in a wide range of business environments. However, “strategic positioning” of the business model based on their interactions with other business entities has not received enough academic attention despite its implications for the new generation of start-ups in emerging markets who do not have any prior business models to emulate. This research conceptualizes a framework that would help strategists position their firm in the market by carefully analyzing its interactions with other business and social entities in the business eco-system.     

Out-of-stock,sold out,or unavailable? Framing a product outage in online retailing

Terms, such as “out-of-stock,” “sold out,” and “unavailable” are commonly used by retailers to communicate a product or brand outage. Although these terms are technically equivalent, prior research on product outage and product scarcity suggest that they may be interpreted and processed differently by consumers. The present research investigated whether the manner in which a product outage was framed elicited different consumer behavioral intentions, attributions, and perceptions in the context of online retailing. Data were collected by means of an online experiment. The experiment incorporated a hypothetical scenario approach in which research participants were asked to react to a particular combination of treatment and blocking factors. Results demonstrated that ceteris paribus, framing a product or brand outage as “sold out” produces fewer negative product and website reactions than does framing it as “out-of-stock” or “unavailable.”     

How to increase multichannel shopping satisfaction? An adapted Kano based stage-gate approach to select new technologies

Today, brick-and-mortar retailers with integrated online shops have many alternatives to increase their customers’ shopping satisfaction: They could invest in (for the retailers) new physical store technologies (e.g., beacons or magical mirrors if not implemented up to now), new online shop technologies (e.g., visual tagging or webcams), or in new less technology-based improvement options (e.g. events or product testing). We propose an adapted Kano based stage-gate approach to support multichannel retailers confronted with such selection problems. The approach is applied to a major European sporting goods retailer. 37 improvement options are pre-selected and evaluated by current and potential customers. It can be shown that instore returns, instore services, reserve&collect, click&collect, customization, product testing, and magical mirrors are drivers of satisfaction for the current customers and should be implemented in contrast to, e.g., geofencing or beacons. The potential customers are more technology-savvy, but show similar categorizations as a current customer segment and so confirm the selection.     

An Empirical Segmentation of Users of Mobile Banking Apps

Digital technologies have squeezed the entire world into a small frame. Trade and transactions never stop, and they go where the customer is. Marketers must reinvent their strategies and toolkits to win in this hyper-connected world. Companies are creating new and improved ways for engaging and involving their consumers, and one significant tool now used by companies for these purposes is the app. Mobile phones have registered the highest growth among all technological evolutions, and mobile apps are proliferating. Apps are being used across a diverse range of industry verticals, including banking, e-commerce, travel, and tourism. This article studies a set of twenty different banking apps and segments consumers based on their adoption and usage of the apps. This article emphasizes the role of mobile technologies to change established channels and banking services, and also analyzes how the Indian banking sector has benefited from the adoption of mobile apps.     

Antecedents of Purchase Intention in the Online Context

The understanding of the determinant factors of customer purchase intention is necessary, and it is equally important to study the online purchase context, since this context is disseminated among customers. A theoretical model has been elaborated on and tested, considering the constructs of information quality, distrust, and perceived risk as antecedents of purchase intention, and aiming to analyze the relationship among these constructs in the online purchase context. A quantitative research study has been performed by means of the application of a survey. Multivariate statistics techniques have been applied for data analyses, including structural equation modeling. This study contributes to the evolution of the empirically tested concepts by providing a greater individual understanding of each construct presented in the theoretical model, as well as the relationship among them as determinants of purchase intention; the indication is that meaningful relationships were found which may impact greater profitability and, consequently, greater competition for online retailers.     

Climate change,fossil fuel prices and depletion: The rationale for a falling export tax

This paper examines how world prices affect depletion of exhaustible fossil fuels for export and the role of an export revenue tax in curbing depletion. Both effects are studied for a small open economy affected by climate change. We find that setting an export revenue tax rate to fall over time at the marginal social cost of depletion due to lower productivity from climate change encourages a resource exporter to leave an optimal stock in the ground – unextracted and unburnable. Growing prices during the past decade similarly curb depletion. Falling prices bring forward extraction. Because production is independent of consumption, the marginal social cost is independent of utility parameters which are difficult to estimate. Slowing fossil fuel extraction and the effective export of emissions is a contemporary challenge for climate policy. Our findings identify both why an export revenue tax should decline over time and an estimable target rate of decline to help meet this challenge amid changing world prices.     

ROSA,ROSAE, ROSIS: modelling a regional open sectoral innovation system

The literature on territorial innovation modes has identified the development of a diverse set of innovation systems at multiple levels of analysis. However, there are certain gaps that do not allow their adaptation to the particularities of certain territories. Despite the multiple concepts related to innovation systems approach, the state of the art does not yet provide a useful analytical approach for a deep and comprehensive characterization of territories with a high sectoral and technological specialization. This paper introduces an analytical framework based on a regional open and sectoral innovation system, which is qualitatively tested in the Durango County (Spain). The aim of this paper is to introduce a subtype of innovation system that meets the requirements and needs of a located micro-territory with a high level of sectoral specialization.     

内陆开放型经济试验区引入信用评级机构的相关问题研究

信用评级具有减少信息不对称、实现社会资源优化配置、促进经济良性发展的润滑剂作用,因此,宁夏内陆开放型经济试验区引入信用评级机构十分必要。结合宁夏实际,分析信用评级机构的发展模式,认为内陆开放型经济试验区引入信用评级机构应当采取＂政府推动、市场运作、人行监管＂模式,并且引入后应从提升业务人员水平、完善监管方法、加强业务指导等方面,推动信用评级机构健康发展。     

改革开放以来中国现代舞的发展

本文对现代舞艺术的源头,发展,以及现代舞在中国的发展状况作了陈述,并对当下现代舞艺术发展之不足进行了反思,以及提出解决问题的方案。