• The Research Journal of the Costume Culture
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• v.30 no.2
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• pp.297-318
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• 2022

A growing number of fashion brands and retailers are actively adopting live streaming as a new marketing channel. In spite of the increasing use of live commerce, the effects of live streaming commerce on customer purchasing behavior for fashion products are not fully understood. The purpose of this study is to examine factors affecting consumers' attitudes toward a purchase via fashion live streaming commerce (FLSC) and intention to use FLSC. The study also investigated whether consumers' expenditure on fashion and time spent on mobile shopping moderate the relationships among research variables. A total of 230 questionnaires were analyzed through descriptive statistics, confirmatory factor analysis, and multiple-group comparison tests using SPSS and AMOS. A summary of the main results of this study is as follows. First, the perception of the attributes of FLSC (ease of use, economic efficiency, interactivity, and enjoyment) has a positive effect on attitude toward a purchase via FLSC. The ease of use and economic efficiency of FLSC, in particular, have greater impacts on attitudes than other factors. Secondly, attitudes toward FLSC positively impact the intention to use FLSC. Lastly, the results of group comparisons, by fashion expenditure and time spent on mobile shopping respectively, hold no significant moderation effects among the variables. These findings demonstrate that consumers are more likely to use FLSC as they form a positive attitude by the attributes of FLSC mentioned earlier. The study provides some insights on an exploration of live streaming commerce for fashion product sales.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.6
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• pp.996-1011
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• 2023

This study introduces an effective marketing strategy for fashion SMEs and small designer brands utilizing Instagram as a social networking platform. The research compared the impact of two information delivery types (native advertisements vs. live streaming after native ads) and two types of promotional messages (scarcity vs. price discount) on SNS consumption value, and product attitude toward fashion designer brands. The study involved surveying 251 Korean women aged 25-55 with experience in buying designer products and using SNS. Data analysis was conducted using SPSS 26.0 and Process Macro v3.5. Results indicated that both native advertisements and live streaming enhance economic and social values in SNS consumption. Live streaming with price discount messages generates higher perceived SNS consumption values compared to scarcity messages. Consumers showed a more favorable attitude toward designer brand products when watching the live streaming of price discount messages rather than scarcity messages. The findings emphasize that the broadcast host actively induced participation to reveal viewers' social presence through comments or emphasized discount messages such as ultra-special prices during live streaming on Instagram.

• Fashion & Textile Research Journal
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• v.23 no.1
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• pp.70-83
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• 2021

Live-streaming commerce is attracting attention as a noticeable trend in the retail industry. It is a new mobile shopping service platform developed by combining live streaming with e-commerce technologies. This study examined the impact of para-social interactions on consumer impulse buying behavior and investigated the impact through task complexity as well as perceived amount of information. To achieve this goal, 203 women using a mobile commerce participated in an online survey after experiencing beauty live-streaming commerce. The collected data were analyzed using SPSS 25.0, AMOS 23.0, and SPSS PROCESS Macro program. The results of the study revealed that para-social interactions negatively influenced task complexity, positively influenced perceived amounts of information, and positively influenced impulse buying behavior. In addition, impulse buying behavior was negatively influenced by task complexity versus positively that was influenced by perceived amounts of information. The impact of para-social interactions on impulse buying behavior is mediated by task complexity and perceived information. The findings of this study contribute to the theoretical extension of para-social interaction on impulse buying behavior in the context of live-streaming commerce. The implications of the findings suggest practical marketing strategies for digital media commerce retailers.

• Journal of the Korean Society of Clothing and Textiles
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• v.44 no.4
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• pp.639-656
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• 2020

Consumers' shopping experience has recently expanded to mobile and social networks; in addition, online fashion retailers started to focus on real-time interaction services as an emerging marketing tool. This study explores the consumer' shopping experience based on social live streaming services (SLSS) to investigate consumer's response behavior and effects through perceived service quality. An online survey method was conducted and a total of 186 female consumer panels were collected. The results indicate that cognitive communion of co-experience had a significant effect on perceived SLSS service quality (responsiveness, contents informativeness, playfulness, system availability). Service quality of SLSS (responsiveness, contents informativeness, and playfulness) had significant effect on trust in SLSS seller while system availability had no significant effect. Also, trust in seller showed significant effect on purchase intention. Last, it was confirmed that the moderating effect of purchasing experience of SLSS was significant in the relationship between cognitive communion and responsiveness/playfulness. There was also an additional significant moderating effect of purchasing experience between system availability and trust in seller.

• The Journal of Industrial Distribution & Business
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• v.12 no.10
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• pp.43-57
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• 2021

Purpose: This study focuses how motivations influence interactivity in the live streaming commerce context. Live streaming commerce involves the provision of e-commerce activities and transactions via a live streaming platform that offers real-time interaction, entertainment, social activities, and commerce. The purpose of study is to examine effects of motivations on perceived interactivity and the effects of perceived interactivity on attitude and intention to use the live streaming commerce. Research design, data and methodology: The study investigates key questions about consumers' motivation to use live streaming commerce and perceived interactivity by surveying 300 users of live commerce. Participants were asked whether they were live streaming commerce users who had experienced live streaming commerce before participating in the survey. The full survey required live streaming commerce users to respond to all the questions. Results: The study uncovered motivations for using live streaming commerce by finding information, entertainment, pass time, fashion/status and real time and perceived interactivity in the live streaming commerce. The results indicated motivation to use live streaming commerce positively influenced perceived interactivity. Perceived interactivity had positive effects on attitude toward brand. Attitude toward brand had positive effects on intention to use. Conclusions: Live streaming commerce is getting increasing attention from marketers because live streaming commerce has seamlessly integrated commerce, social activities, and hedonic factors. This study clarifies motivations and perceived interactivity in the live streaming commerce context. The study uncovers the relationships between motivations, perceived interactivity, attitude, and intention to use that contributes to the theoretical foundation and practical implications for marketing and management in the live streaming commerce context. Specifically, the study develops the theoretical contributions to perceived interactivity in the in the live streaming commerce context. The results also contribute to the practical implications for new marketing strategies that provides dynamic real-time interaction, exact information, and social and hedonic factors to attract consumers to indulge in the consumption processes. Marketing practitioners will obtain insights that can help them develop and manage brand strategies by understanding the influence of motivation and perceived interactivity in the live commerce context, which offers opportunities for contactless marketing and management.

• ETRI Journal
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• v.46 no.1
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• pp.118-126
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• 2024

In human conversations, listeners often utilize brief backchannels such as "uh-huh" or "yeah." Timely backchannels are crucial to understanding and increasing trust among conversational partners. In human-machine conversation systems, users can engage in natural conversations when a conversational agent generates backchannels like a human listener. We propose a method that simultaneously predicts backchannels and recognizes speech in real time. We use a streaming transformer and adopt multitask learning for concurrent backchannel prediction and speech recognition. The experimental results demonstrate the superior performance of our method compared with previous works while maintaining a similar single-task speech recognition performance. Owing to the extremely imbalanced training data distribution, the single-task backchannel prediction model fails to predict any of the backchannel categories, and the proposed multitask approach substantially enhances the backchannel prediction performance. Notably, in the streaming prediction scenario, the performance of backchannel prediction improves by up to 18.7% compared with existing methods.

• Journal of Korea Multimedia Society
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• v.12 no.7
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• pp.979-988
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• 2009

Illegal reproductions and subsequent copyright infringement have curtailed development of digital content industry. Many DRM systems have been developed and utilized for this purpose. However, current DRM system allow only authorized user to access the contents, and as such, redistribution to other user without getting license again entails cumbersome process. Currently, super-distribution system which can be used for redistribution of downloaded contents in more streamlined fashion is being widely conducted. But for streaming type content, it is still very difficult to redistribute with super-distribution system because the client must directly connect to streaming server to access the content. Accordingly, a new DRM streaming service structure is required to allow streamed contents to be redistributed as easily as the downloaded contents. In this paper, we proposed the relay file structure that can connect the streaming server and the user for super-distribution of the streaming contents.

• 한국HCI학회:학술대회논문집
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• 2007.02c
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• pp.306-317
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• 2007

We present an interactive and accurate collision detection algorithm for deformable, polygonal objects based on the streaming computational model. Our algorithm can detect all possible pairwise primitive-level intersections between two severely deforming models at highly interactive rates. In our streaming computational model, we consider a set of axis aligned bounding boxes (AABBs) that bound each of the given deformable objects as an input stream and perform massively-parallel pairwise, overlapping tests onto the incoming streams. As a result, we are able to prevent performance stalls in the streaming pipeline that can be caused by expensive indexing mechanism required by bounding volume hierarchy-based streaming algorithms. At run-time, as the underlying models deform over time, we employ a novel, streaming algorithm to update the geometric changes in the AABB streams. Moreover, in order to get only the computed result (i.e., collision results between AABBs) without reading back the entire output streams, we propose a streaming en/decoding strategy that can be performed in a hierarchical fashion. After determining overlapped AABBs, we perform a primitive-level (e.g., triangle) intersection checking on a serial computational model such as CPUs. We implemented the entire pipeline of our algorithm using off-the-shelf graphics processors (GPUs), such as nVIDIA GeForce 7800 GTX, for streaming computations, and Intel Dual Core 3.4G processors for serial computations. We benchmarked our algorithm with different models of varying complexities, ranging from 15K up to 50K triangles, under various deformation motions, and the timings were obtained as 30~100 FPS depending on the complexity of models and their relative configurations. Finally, we made comparisons with a well-known GPU-based collision detection algorithm, CULLIDE [4] and observed about three times performance improvement over the earlier approach. We also made comparisons with a SW-based AABB culling algorithm [2] and observed about two times improvement.

• Journal of KIISE:Computing Practices and Letters
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• v.15 no.4
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• pp.231-243
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• 2009

Many DSP systems are streaming applications in which streams of data constantly flow through a set of filters. Dataflow programming paradigm is one of effective methods for representing these streaming applications. Dataflow programming model explicitly exposes parallelisms within an application, which helps compiling of the application onto a multicore platform. We propose SPEX(Signal Processing Extension), a language extension to a standard imperative language based on the parameterized dataflow model. Parameterized dataflow model is a kind of dataflow model that can express a modest fashion of dynamism contrary to the synchronous dataflow that can represent only static dataflow. SPEX facilitates characterizing an application written in conventional imperative languages such C/C++ as a streaming application. SPEX is comprised of a few keywords augmented to the conventional C++ syntax for representing dataflow paradigm. SPEX also restricts the syntax and semantics of C++ in order to fit the program within a certain streaming programming category. In this paper, we focus on the capability of SPEX in representing streaming computations within filters and streaming communications among filters.

• The Research Journal of the Costume Culture
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• v.28 no.6
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• pp.719-737
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• 2020

Live-streaming commerce business is growing as the consumption of video content and Smartphone shopping increases. This study examines the following three aspects: whether para-social interaction influences perceived interactivity; whether seller trust affects satisfaction with the experience; whether relationships are controlled by a moderated mediator of self-image congruity. An online survey was conducted with 203 women aged 20-30 years. They were asked to respond to the survey after watching a beauty category live-streaming commerce broadcast. The results revealed that the para-social interaction had a significant effect on perceived interactivity, seller trust and satisfaction with the experience. The findings also indicated that the perceived interactivity and seller trust mediated the relationship between para-social interaction and satisfaction with the experience. Regarding the mediated moderation effect of self-image congruity, it was statistically significant between para-social interaction and perceived interactivity through seller trust. A higher level of consumer's self-image congruity influenced the greater effect of para-social interaction on live commerce experience. This study makes important theoretical contributions to the para-social interaction in mobile commerce industry by emphasizing the mediating role of perceived interactivity and seller trust. This is achieved by examining the moderating effects of self-congruity on satisfaction with the experience. The results also verify the seller's crucial role in live-streaming commerce market which leads to the consumers greater fulfillment.