Influence Of Short Video Live Broadcast On Network User Behavior And Sales—From Meta-Analysis, Experimental Analysis To Empirical Analysis

Background: There are more than 1 billion users of short video media in China, and enterprises have long recognized that the influence of short video media has strong marketing achievements, such as short video community and information sharing platform participating in sales. Many enterprises have established active short video media so that they can directly interact with their customers. Among them, the content of webcasting can also stimulate and influence users' participation (like, comment or share) and users' stickiness (collection and attention). Research purposes and methods: In order to explore the underlying logical relationship between "media-content-goods-users-sales", firstly, it is necessary to find out the influence mechanism of short video live broadcast on network users' participation and sales. Therefore, in the first experiment, we conducted a meta-analysis on a large number of researches on webcasting media and short video media, and analyzed their differences along the content differences, background (industry, presentation, life cycle, demand and platform) and characteristics of webcasting media. Secondly, it is necessary for us to find out the differences in the influence of the level of webcasting and the behavior of network users (participation behavior and sticky behavior) on the sales level. Therefore, in Experiment 2, based on the data of 802 live events in Tik Tok, the internal relationship between the degree of webcasting and the degree of commodity sales was analyzed. Thirdly, it is necessary for us to understand the mechanism of the influence of webcasting marketing on consumer decision-making. Therefore, in Experiment 3, the psychological mechanism of webcasting affecting purchase intention was verified by structural equation model, and the adoption intention of webcasting users was determined and verified by three factors-webcasting, participation behavior and sticky behavior. Research results: This paper makes a comprehensive and in-depth analysis and verification through three experiments. The result of Experiment 1 supports some existing viewpoints, for example, webcasting media can promote the sales of new products more effectively, but it highlights some new insights. The webcasting media mainly promotes the sales of goods and hardly affects the stickiness of users. The average citation of webcasting media stickiness is 0.137, and the sales citation is 0.353. In addition, the research results also put forward a better way to adjust the content of webcasting media to meet the communication target. Experiment 2 found that it has a higher degree of webcasting (β1=.715, P < .01; β2=-.090, p<0.01) more effectively produces the degree of commodity sales, and further verifies the potential moderating effects of two kinds of user behaviors: user participation behavior and user stickiness behavior. Experiment 3 verified that webcasting (b = 0.247, t=3.317, p< 0.05) directly and significantly affected the degree of online sales, while the behavior of online users (participation of live users and live fans) adjusted the degree of online sales to a certain extent, which indirectly affected the degree of online goods sales. Research conclusion: With the rapid development of short video media today, enterprises can realize the online sales of goods more efficiently through a powerful short video live media based on media content and media users, and further realize the balanced operation between network users and fan users in a healthy and orderly manner. Keywords: Webcast, Meta-analysis, User behavior, Social media sales, Field experiment DOI: 10.7176/NMMC/104-13 Publication date: August 31st 202

The influence of online Danmu on users\u27 reward behavior: Based on the data of Douyu live broadcast

In live streaming, the Danmu is a crucial technique of interaction, and the reward is the interaction\u27s feedback. The audience receives more input through the reward the more frequently they interact. The effect of the bullet screen in the live broadcast on the audience\u27s reward behavior was investigated by gathering data from the live broadcast room 5720533 on Douyu, a domestic Danmu live-streaming website, from February 14 to February 24, 2021. Based on empirical research, the following conclusions can be drawn: the number of user Danmu, the proportion of fan Danmu, the number of user entry Danmu, and the number of super Danmu will all significantly improve users\u27 reward, while personal experience attenuates the positive impact of the number of user access Danmu and the number of super Danmu on the impact of user reward. The study\u27s findings will offer theoretical justification for the creation of live broadcast platforms, the upkeep of anchors\u27 notoriety, and users\u27 rational consumption

Examining university student satisfaction and barriers to taking online remote exams

Recent years have seen a surge in the popularity of online exams at universities, due to the greater convenience and flexibility they offer both students and institutions. Driven by the dearth of empirical data on distance learning students' satisfaction levels and the difficulties they face when taking online exams, a survey with 562 students at The Open University (UK) was conducted to gain insights into their experiences with this type of exam. Satisfaction was reported with the environment and exams, while work commitments and technical difficulties presented the greatest barriers. Gender, race and disability were also associated with different levels of satisfaction and barriers. This study adds to the increasing number of studies into online exams, demonstrating how this type of exam can still have a substantial effect on students experienced in online learning systems and technologies

From the polis to Facebook : social media and the development of a new Greek public sphere

The objective of this research project is to critically examine how social and new media tools such as Facebook, Twitter, blogs, and online radio have influenced the potential development or rejuvenation of public sphere, civil society, and public discourse in Greece during the years of the country’s economic, political, and social crisis. The project attempts to answer how social and new media have impacted the public sphere and civil society, how social and new media have contributed to the formation of new political and social movements, how social and new media have contributed to the formation of alternative online news sources, and whether social and new media are considered to be more credible sources of news and information compared to mainstream media institutions. Greece was selected as the site for this research project in response to the prevailing view found in the body of academic literature that Greece’s public sphere and civil society have historically been underdeveloped when compared to the countries of Western Europe and the United States. In addition, the political and economic upheaval which accompanied the Greek economic crisis and the country’s location at the intersection of Western and Eastern Europe and the Middle East, presented intriguing possibilities for research and for examining the role that new technologies can play in the redevelopment of the public sphere and civil society during a time of crisis. Interviews were conducted with over 120 individuals, including elected officials and political personnel, journalists, media professionals, bloggers, academics, opinion leaders, activists, and representatives of organizations active within civil society. Five illustrative examples of organizations with a prominent social media presence, including a non-governmental organization, a political party, a mainstream media corporation, an online news portal, and an alternative online radio station were examined. Electronic survey research was also performed across three sample populations, including Greece’s representatives in the European Parliament, editors of major Greek newspapers, and representatives from organizations operating in the civil society sector. This dissertation is based on longitudinal, multi-year research performed in Greece between September 2012 and August 2017.Radio-Television-Fil