• Asia-Pacific Journal of Business
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• v.13 no.3
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• pp.433-448
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• 2022

Purpose - The purpose of this study is to empirically analyze users' continuous use intentions using the characteristics of live commerce in China. Design/methodology/approach - Social presence, influence of information source (Wang Hong), convenience, marketability, reliability, personal innovativeness, and social influence were selected as elements that affect the perceived value of users, and an assumption that perceived value would affect continuous use intention was set. 515 samples were obtained from Chinese consumers through a Chinese online questionaire survey. IBM SPSS 26 and AMOS was used for statistical testing. Findings - First, social presence, Wang Hong, convenience, marketability, and reliability, which are the quality characteristics of live commerce services, affect the perceived value of users and user's continuous use intention. Second, the perceived value of users plays a mediating role between the quality characteristics of live commerce service and the continuous use intention. Third, personal innovativeness plays a moderating role in the effect of live commerce service quality on the perceived value of e-commerce users. Fourth, among the relative effects of the service quality characteristic variables, the relative effect of reliability is the greatest followed by that of convenience, marketability, and Wang Hong, in order of precedence, and the effect of social presence is the smallest. Research implications or Originality - South Korean government's plan to support for advancing into live commerce in China were presented as strategic implications for exporting South Korean products to China through online services including live commerce.

• Journal of Information Technology Services
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• v.23 no.3
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• pp.1-16
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• 2024

As the COVID-19 pandemic confirmed the culture of non-face-to-face consumption. In retail commerce, the 'live commerce' market, where sales are made by communicating with customers in the form of live streaming broadcasts, has grown rapidly. Although previous studies have consistently confirmed the phenomenon of "influencers" in society and culture, there is a lack of research on the "sales expertise" of live commerce broadcasters such as Wang Hong in China. In China, "Wang Hong" is short for "Wang Luo Hong Ren", a combination of "Wang Luo", which means the Internet, and "Hong Ren", which means star, and refers to a person who is popular through social platforms and is gaining popularity from many fans. Therefore, this study focuses on Wang Hong's developing "selling expertise" and examines it from the perspective of a shopping curator. In particular, we applied Harold Jarche(2011)'s "Seek-Sense-Share" model to influencers to verify their influence on trust and purchase intention in live commerce. Furthermore, we analyzed the differences between Korea and China.A survey was conducted among live commerce users in Korea and China, and a total of 228 questionnaires were used in the final analysis. Basic statistical analysis was conducted using SPSS and hypotheses were tested using PLS 3.0. The results of the hypothesis testing showed that influencers' curatorial competence "Seek-Sense-Share" had a significant effect on trust, and trust had a positive effect on purchase intention. In addition, there is a significant difference between Korean and Chinese consumers in this relationship.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.9 no.9
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• pp.3635-3654
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• 2015

With the rapid development of smart devices and mobile Internet, the video application plays an increasingly important role on mobile devices. Understanding user behavior patterns is critical for optimized operation of mobile live streaming systems. On the other hand, volume based billing models on cloud services make it easier for video service providers to scale their services as well as to reduce the waste from oversized service capacities. In this paper, the watching behaviors of a commercial mobile live streaming system are studied in a content-centric manner. Our analysis captures the intrinsic correlation existing between popularity and watching intensity of programs due to the synchronized watching behaviors with program schedule. The watching pattern is further used to estimate traffic volume generated by the program, which is useful on data volume capacity reservation and billing strategy selection in cloud services. The traffic range of programs is estimated based on a naive popularity prediction. In cross validation, the traffic ranges of around 94% of programs are successfully estimated. In high popularity programs (>20000 viewers), the overestimated traffic is less than 15% of real happened traffic when using upper bound to estimate program traffic.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.31 no.8B
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• pp.707-715
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• 2006

One of the most promising services on the wireless network is multimedia data service. With recently emerged wireless communication technologies which conventionally were devoted to mobile phone services, pre-encoded contents as well as live video data can be transmitted via the same network. As there is enough room in the improvement of data transmission bandwidth in wireless network, video data service is likely to be more demanding. In this paper, real time MPEG-4 video encoder is described as apart of a whole system for live video services over wireless networks. As there are minimal assumptions on the underlying networks, presented system and service can be easily supported by different network system.

• Korea Trade Review
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• v.47 no.1
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• pp.25-42
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• 2022

This study identified consumers' shopping behavior in live streaming commerce. To this end, this study put the uncertainty issue of live shopping and the transfer of trust at the center of the discussion. The verification of the research model resulted in the following conclusions. First, reduced uncertainty in live shopping was a factor in increasing the level of involvement and attachment in the service. These results showed that resolving uncertainty in newly introduced services is a key factor in determining users' positive attitudes. Second, the trust in shopping sites influenced the current live shopping attitude. This is because the transfer of trust is also valid in live shopping, which demonstrated the importance of building trust. Third, this study proposed and validated a research model that could systematically understand the consumption process of live streaming shopping. Furthermore, this study provides a beneficial implication for those who want to use live shopping in practice.

• The Korean Journal of Health Service Management
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• v.11 no.4
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• pp.105-114
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• 2017

Objectives : The purpose of this study was to investigate the relationship between dietary pattern and the Community Periodontal Index in elderly people who live alone in rural areas and to provide necessary data to strengthen nutrition education about the oral health of elderly people who live alone. Methods : Dental examinations and questionnaires were conducted with 380 elderly people who live alone in rural areas of Gyeonggi-do. Results : The Community Periodontal Index was higher when the elderly people who live alone had a low intake of vegetables and fruits, a high intake of sugars, a low number of breakfasts, a high frequency of overeating and a high frequency of instant ingestion. Conclusions : It is necessary to provide nutritional management services for the elderly people who live alone in rural areas and to provide preventive centered comprehensive oral care.

• Proceedings of the Korea Contents Association Conference
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• 2017.05a
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• pp.405-406
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• 2017

With the advance of ICT technology, E-Commerce is getting popular and used widely in daily life. Nowaday's commercial videos are also being used extensively to introduce commercial products to consumers. Most commercial companies are advertising their products on the internet with images and videos through online sharing sites. Putting pre-recorded videos online is easy, but it is difficult for sellers to interact with customers. Live Streaming is the transmission of digital content directly to the Internet in real time. Although there are many services available that provide live streaming on the internet, most are limited in the content they transmit. Building live streaming servers using open source projects will help users master the content which conveys to their customers. In this paper, we will consider implementation of Live Streaming Server for Video Commerce using Open Source.

• The Journal of Information Systems
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• v.32 no.1
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• pp.23-51
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• 2023

Purpose: Live commerce is a new type of electronic commerce in combination with live streaming services. It is expected to increase virtual presence in the context of online shopping by overcoming a lack of social interactions between sellers and buyers which have been raised as a limitation in electronic commerce. Drawing on the studies of communication media, this study examines how live commerce contributes to the increase of virtual presence which consists of telepresence and social presence. Telepresence refers to a buyer's perception that he or she is present at the physical shopping mall during live shopping streaming whereas social presence refers to a buyer's perception of social interaction with a seller which is human warm, social, sensitive, and personal. In this study, we verify key determinants of virtual presence and its consequences. More specifically, this study proposes virtual presence contributes to the increase of buyers' trust in products and further purchase intentions. Furthermore, we verify influential factors of virtual presence from the technical and influencer perspectives of live commerce. Design/methodology/approach: To test the proposed hypotheses, the partial least squares (PLS) analysis is conducted with a total of 250 data collected on users with experience in the TaoBao live streaming shopping platform. Findings: The results show that first, telepresence and social presence are increased by visibility, media richness and attractiveness in the context of live shopping streaming. Second, buyers' trust in product trust and purchase intentions are positively influenced by telepresence and social presence. Finally, buyers' trust in product has a direct, positve effect on their purchase intentions. Overall, the findings offer new insights into the studies of electronic commerce by introducting the concepts of virtual presence and media richness from the literature of communication media in the field of live commerce.

• The KIPS Transactions:PartC
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• v.9C no.1
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• pp.107-114
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• 2002

In these days, rapid advances of the computer system and the high speed network have made the multimedia services popularized among various applications and services in the internet. Internet live broadcasting, a part of multimedia services, makes it possible to provide not only existing broadcasting services including audio and video but also interactive communications which also expand application scopes by freeing from both temporal and spatial limitation. In the Paper, an interned Personal-live broadcasting server system is developed by allowing individual users to actively create or join live-broadcasting services with such basic multimedia devices as a PC camera and a sound card. As the number of broadcasters and participants increases, concurrent multiple channels are established and groups are to be expanded. The system should also guarantee High Availability (HA) for continuous services even in the presence of partial failure of the cluster. Furthermore, a transmission mode switching is supported to consider network environments in the user system.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.5 no.11
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• pp.2143-2159
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• 2011

The hybrid architecture of content delivery networks (CDN) and peer-to-peer overlay networks (P2P) is a promising technology enables effective real-time streaming services. It complements the advantages of quality control and reliability in a CDN, and the scalability of a P2P system. With real-time streaming services, however, high connection setup and media delivery latency are becoming the critical issues in deploying the CDN-P2P system. These issues result from biased peer selection without location awareness or content awareness, and can lead to significant service disruption. To reduce service disruption latency, we propose a group-based CDN-P2P hybrid architecture (iCDN-P2P) with a location/content-aware selection of peers. Specifically, a SuperPeer network makes a location-aware peer selection by employing a content addressable network (CAN) to distribute channel information. It also manages peers with content awareness, forming a group of peers with the same channel as the sub-overlay. Through a performance evaluation, we show that the proposed architecture outperforms the original CDN-P2P hybrid architecture in terms of connection setup delay and media delivery time.