• Informatization Policy
• /
• v.30 no.2
• /
• pp.68-85
• /
• 2023

In this study, we collected data from live commerce streaming. Streamimg data were then categorized based on the degree of chatting activation, with the distribution of text responses generated by consumers analyzed. From a total of 2,282 streaming data on NAVER Shopping Live -which has the largest share in the domestic live commerce market- we selected 200 streaming data with the most active viewer responses and finally chose the streams that had steep increase or decrease in viewer responses. We synthesized variables from the existing literature on live commerce viewing intentions and participation motivations to create a table of variables for the purpose of the study. Then we applied them with events in the broadcast. Through this study, we identified which components of the broadcast stimulate the variables of consumer response found in previous studies, moreover, we empirically identified the motivations of consumers to participate in live commerce through data.

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

• Journal of the Korea Society of Computer and Information
• /
• v.25 no.6
• /
• pp.239-250
• /
• 2020

The purpose of this paper is to explore the influence of the "contextualization" effect of web celebrity live broadcast on the e-commerce platform on consumers' perception of product value, risk and purchase intention. Live in this paper, using Taobao shopping consumers as the research object, the survey method, questionnaire survey is adopted, the form through the questionnaire and distributed network, a live in order to further validation of web celebrity effect of contextualized actual influence on consumer purchase intention, questionnaire design the Likert scale, seven and recycling questionnaire analysis using the statistical software SPSS 23.0 and AMOS 22.0 after processing the data. After determining the reliability and validity of the questionnaire, the exploratory factor analysis was used to verify the hypothesis and calculate the actual adjustment degree of the "contextualization" effect of web celebrity live broadcasting on consumers' purchase intention. The research results of this paper are summarized as follows :(1) consumers' perceived value of products can significantly positively affect their purchase intention, while perceived risk has a significantly negative impact on their purchase intention; (2) consumers' trust and purchase intention to products are regulated by the "contextualization" of web celebrity live broadcast. Specifically, for web celebrity live broadcasting with good "contextualization" effect, the perceived value of consumer products has a positive impact on product trust, which is higher than that of web celebrity live broadcasting with poor "contextualization" effect. In terms of resolving consumers' perceived risks to products, web celebrity live broadcast with good "contextualization" effect is also significantly better than web celebrity live broadcast with poor "contextualization" effect. Based on empirical analysis, this paper concludes that web celebrity live broadcasting will become a new breakthrough for the sustainable growth of the e-commerce industry, and puts forward Suggestions on the e-commerce marketing mode and the transformation of web celebrity live broadcasting industry.

• Journal of Society of Preventive Korean Medicine
• /
• v.11 no.2
• /
• pp.1-21
• /
• 2007

The purpose of this research is to seek for efficient method of health improvement program for the old and to offer basic material for the development of community's public health service. This study investigated into the yangseng life level of the old and the factors which affect their yangseng life, and was to offer basic materials for oriental medicine-based health improvement plan which is appropriate for each community. The 818 surveys were conducted upon the old who are above 65 and who live in Jeollabukdo, and the results from the survey are as follows ; 1. The rural area showed more percentage of old people, the old who live alone and who have job compared to urban area. More people in rural area were found to live at their own expense. Additionally, there were more people who had high education in urban area and who have disease in rural area. 2. The total yangseng level of recipients was 94.20, and the average was 3.25. The average of urbanite was 3.26 and it was 3.23 for who live in rustic area, but there found no significant difference. All the old live in both urban area and rural area showed the highest score in morality yangseng and lowest in sex-life yangseng. 3. There found no difference upon regions, but the recipients show high yangseng level when they are male, have spouse, live with them, have factors including high education background, job, religion and hobby, or have confidence in their health. They also show high yangseng level when they do not have any disease in progress. 4. According to the results of general traits and yangseng level of each category, the old who live in urban area show higher exercise yangseng level than the one in rural area, and there is no significant difference upon the region in other categories. There were some cases which general traits and regional characteristics mutually affected each other. In conclusion, the yangseng level of the old is affected by individual traits and habits rather than the regions in which they live. The old who live in rural area are required to focus on exercise more, since the exercise yangseng level of them were lower than the ones of urban area. Moreover, there were some cases which general traits and regional characteristics mutually affected each other, so it requires further in-depth study about the correlation.

• Journal of Sericultural and Entomological Science
• /
• v.3
• /
• pp.37-43
• /
• 1963

This experimental work was carried out to know the best method in producing the root stock effectively. The major experimental work was carried out by using Kairyo-Nezumigaeshi, and the comparative works were carried out by using Ichi-Hei, Kairyo-Nezumigaeshi, Ro-Soh, Yongchon-Chuwoo and Suwon No. 4. Results obtained from the test are as follows. 1. The larger size of the branch burried, the better live ratio and the quality of the sapling was found, and there was no significant difference between the top part and bottom part of the branch from the point of view of the ratio, but it was found that the top part showed better live ratio and quality. Mean time there was no difference in live ratio between the two sprouts root-stock type and the three sprouts root-stock type. 2. When the live ratio and sapling quality was compared from the aspect of the new root development, the heavy and medium developed root type showed better result than the poor developed one. 3. For the ambushing depth test of the root-stock, the root-stock which was painted with paraffin on the top and exposed in the air was found to have best live ratio. Mean time, even though paraffin was not painted all the top of the root-stock, the one which was exposed the top of it or the one ambushed with thin soil layer, showed better live ratio than the one deep ambushed. 4. There was difference for the live ratio between the perpendicularly ambushed root-stock and the lied ambushed mot-stock, but the former method showed better sapling quality. 5. The soil nature did not show any difference for the live ratio between the sand loam and clay loam, but the former one showed better sapling quality. 6. There was no difference live ratio between the mulberry varieties, but Yongchon-Chuwoo showed best sapling quality. 7. The grafted sapling production cost was 2.30 won and cattage sapling cost was 1.61 won.

• Knowledge Management Research
• /
• v.22 no.1
• /
• pp.287-308
• /
• 2021

This study aims to explore how the effects of the perceived social presence on trust and live chat adoption intention vary with the types of live chats in e-commerce context. As technology develops, live chat with the seller in e-commerce is rapidly replaced by AI-assisted live chat called chat-bot. However, it is not well known how the buyers perceive the difference between the chat with seller and the chat-bot. This study therefore proposes first, the perceived social presence toward the seller will influence trust and the live chat adoption. Second, the effects of social presence will be stronger when using live chat with seller than using chat-bot. To validate, we collect data from 232 e-commerce users and confirm the first proposition. However, the higher level of the social presence effect of live chat with seller is not clearly revealed. This study is expected to provide researchers and managers who are interested in AI-based chatbots with useful theoretical and practical implications.

• Journal of Venture Innovation
• /
• v.6 no.4
• /
• pp.83-97
• /
• 2023

The growth of the live commerce market allows you to conveniently and simply start live commerce anytime, anywhere with a smartphone. The use of smartphone services provides continuous communication and is used while feeling psychological attachment, and it leads to psychological attachment, self-consistency with consumers themselves, and self-identity. This study focuses on the motives and perceptions of consumers using live commerce. In other words, we will examine the relationship with service attachment through the moderating effect of self-efficacy and control focus tendency as consumers' personal and psychological characteristics. In other words, the tendency of regulatory focus, which determines the direction of behavior of consumers according to their motives and goals, affects the service attachment of live commerce. We believe that self-efficacy, which is personal confidence and belief that you can plan and execute on your own for the desired outcome in a given situation or task, will control this relationship. As a result of this research, consumers who highly perceive prevention focus were more likely to avoid negative consequences and pursue safety and obligations. Their attachment to live commerce services was stronger, offsetting their confidence and self-efficacy. When using live commerce services, the more they perceive that information acquisition is beneficial, the higher their belief, and self-efficacy, so service attachment, which is an emotional experience as well as a cognitive experience, is strongly formed for consumers with a preventive focus to avoid safety-seeking and negative consequences. Through the present research results, we believe that it will be helpful in operating strategies and management for companies and small business owners who want to understand the psychological behavior of consumers in using live commerce services.

• Information Systems Review
• /
• v.25 no.1
• /
• pp.213-231
• /
• 2023

With the rapid development of live streaming commerce, online host as an information source plays a critical role in affecting live streaming performance. However, the impact of different product types on the relationship between online hosts and live streaming has been less studied. Based on the elaboration likelihood model (ELM) and information source theory, this study aims to empirically investigate what factors influence the sales of live streaming commerce and how product type moderates the relationship between them. The analysis of 11,422 live streaming commerce data collected for four months from October 10, 2021 to February 10, 2022 shows that, among the factors related to source credibility and attractiveness, multi-channel networks (MCN) and the number of followers positively affect the sales volume of live streaming commerce, whereas the reputation score harms the sales. Moreover, the moderating effect of the product type (i.e., ratio of involvement products) on the relationships is confirmed. The findings enrich the literature on live streaming commerce performance. The limitations and future research directions are also discussed.

• Asian-Australasian Journal of Animal Sciences
• /
• v.14 no.7
• /
• pp.899-904
• /
• 2001

A field trial on selection for increased live weight in Black Bengal (BB) goat was conducted over two generations. Parents of both sexes were selected (mass selection) based on mature body weight criteria set against age. A parallel randomly mated line was maintained to compare the response (R) of selection at birth. 3, 6, 9 and 12 months of age in both generations. Lactation yield (LY), average per day yield (APDY) and lactation length (LL) were evaluated in the selected line in comparison to randombreds as a result of correlated response. Live weights were significantly improved at onward bir:th in first generation and only at birth in second generation. Improvements (%) in live weight at 3, 6. 9 and 12 months in first generation were 17.6, 18.4, 16.6, and 12.0 at birth in second generation. Significant correlated R were found in LY and APDY. Results suggest that there may be a positive relationship between live weight and lactational traits in BB goats of Bangladesh. It was also concluded that such a field scheme can be effectively used for genetic improvement of goats in subsistence farming, at least for short term gain.

• Korean Journal of Fisheries and Aquatic Sciences
• /
• v.46 no.5
• /
• pp.534-539
• /
• 2013

To secure the biological safety of live fish and shellfish for raw consumption, the germicidal effects of electrolyzed seawater were evaluated. Upon direct exposure to electrolyzed seawater, coliform group bacteria were killed and decreased to undetectable levels after 1 day. The physicochemical characteristics of the seawater were stable during the test period. A byproduct of chlorine disinfection, trihalomethane, was not generated by the electrolysis of seawater. Vibrio parahaemolyticus infection in a live fish was effectively resolved by electrolyzed seawater and became undetectable after 12-36 h of treatment. Bioaccumulation of coliform group and fecal coliform bacteria in live oysters Crassostrea gigas was removed within 18 h of treatment. This study demonstrated that electrolyzed seawater is an effective and safe germicidal agent for the traditional retail market and can help to prevent outbreaks of foodborne disease associated with the consumption of raw fish and shellfish.