Dismantling the Black Box: Understanding Consumers\u27 Motivations for the Usage of Live Streaming Shopping Platform

Capturing consumers’ motivations for using the live streaming shopping platform (LSSP) can help guide the optimization of the platform and enhance shopping experience of consumers while watching live videos. Previous studies on user motivation typically explored technical and psychological antecedents of usage by considering the platform holistically. However, this black-box like treatment to the platform blurs the finer-grained details of consumer usage. This study takes a micro-level approach, disassembling the LSSP into 13 representative design features, and refines nine user motivations based on the uses and gratifications theory. Through collecting 237 questionnaires and employing regression analysis, we reveal the nuanced relationship between platform design features and consumer motivations. Our findings show that different design features are driven by distinct motivations, diverging from overall LSSP usage motivations. This research broadens the scope of LSSP studies, improves platform functionality, and offers practical insights for service providers

The Influences Of Atmospheric Cues On Consumer Behavioral Intentions: An Affordance Perspective

Online social shopping emerges from the idea of using social networking features to benefit traditional e-commerce activities. Technology-driven shopping environments not only support shopping task completion and self-entertainment, more importantly, these new shopping environments become alternate outlets for consumers to interact with others. This dissertation aims to understand the effects of atmospheric cues on consumers\u27 behavioral intentions in online social shopping environments. This dissertation study proposes and validates a research model that predicts consumers\u27 diverse behavioral intentions (approach and avoidance) toward using online shopping environments due to website atmospheric cues. This research model is constructed based on theoretical perspectives including stimulus-organism-response framework, the technology acceptance model, the theory of affordances, and activity theory. The empirical study used a three-factorial between-subject field experiment approach to validate the research model and hypotheses. A total of 360 valid responses were collected from Amazon Mechanical Turk. Each of the subjects was randomly assigned to one of the eight experimental conditions. Data was analyzed using three-way MANOVA and PLS-SEM techniques. Analysis results largely supported the research model. Three path coefficients surprisingly had different signs from their correlation coefficients, and further mediation analysis indicated that: perceived usefulness fully mediated the effects of perceived utilitarian affordances, perceived sociability of use fully mediated the effects of perceived social affordances, and that perceived usefulness and perceived fun fully mediated the effects of perceived sociability of use on behavioral intentions. This dissertation theoretically contributes to online social shopping research by building a well-grounded research model that integrates several theories from different disciplines. The instrument for measuring perceived affordances provides an operationalized solution to understand interaction mechanism between technology-driven environments and users. Practically, investigating the effects of atmospheric cues and decomposing process-based and outcome-based evaluations suggest different aspects that online merchants can work on to improve consumer experiences

Studying social network sites with the combination of traditional social science and computational approaches

Social Network Sites (SNSs) are fundamentally changing the way humans connect, communicate and relate to one another and have attracted a considerable amount of research attention. In general, two distinct research approaches have been followed in the pursuit of results in this research area. First, established traditional social science methods, such as surveys and interviews, have been extensively used for inquiry-based research on SNSs. More recently, however, the advent of Application Programming Interfaces (APIs) has enabled data-centric approaches that have culminated in theory-free “big data” studies. Both of these approaches have advantages, disadvantages and limitations that need to be considered in SNS studies. The objective of this dissertation is to demonstrate how a suitable combination of these two approaches can lead to a better understanding of user behavior on SNSs and can enhance the design of such systems. To this end, I present two two-part studies that act as four pieces of evidence in support of this objective. In particular, these studies investigate whether a combination of survey and API-collected data can provide additional value and insights when a) predicting Facebook motivations, b) understanding social media selection, c) understanding patterns of communication on Facebook, and d) predicting and modeling tie strength, compared to what can be gained by following a traditional social science or a computational approach in isolation. I then discuss how the findings from these studies contribute to our understanding of online behavior both at the individual user level, e.g. how people navigate the SNS ecosystem, and at the level of dyadic relationships, e.g. how tie strength and interpersonal trust affect patterns of dyadic communication. Furthermore, I describe specific implications for SNS designers and researchers that arise from this work. For example, the work presented has theoretical implications for the Uses and Gratifications (U&G) framework and for the application of Rational Choice Theory (RCT) in the context of SNS interactions, and design implications such as enhancing SNS users’ privacy and convenience by supporting reciprocity of interactions. I also explain how the results of the conducted studies demonstrate the added value of combining traditional social science and computational methods for the study of SNSs, and, finally, I provide reflections on the strengths and limitations of the overall research approach that can be of use to similar research efforts.As Redes Sociais (SNSs - Social Network Sites) estão a mudar de form fundamental a maneira como os seres humanos estabelecem ligações entre si, como comunicam e como relacionam-se uns com os outros, tendo atraído uma considerável quantidade de atenção investigativa. Em geral, duas abordagens de investigação distintas foram seguidas na procura de resultados nesta área de investigação. Em primeiro lugar, os já estabelecidos métodos tradicionais das ciências sociais, tais como inquéritos e entrevistas foram amplamente utilizados na investigação baseada em SNSs. Contudo, o surgimento mais recente das Interfaces de Programação de Aplicações (APIs - Application Programming Interfaces) tem permitido abordagens centradas em dados que têm culminado em estudos de "dados extensos", livres de teoria. Ambas estas abordagens têm vantagens, desvantagens e limitações que precisam de ser consideradas nos estudos de SNS. O objectivo desta dissertação é demonstrar como uma combinação adequada destas duas abordagens pode levar a uma melhor compreensão do comportamento do utilizador em SNSs e pode melhorar a concepção de tais sistemas. Para esse efeito, apresento dois estudos, em duas partes, que funcionam como quatro peças de prova em apoio a este objectivo. Estes estudos investigam, em particular, se uma combinação de dados recolhidos através de inquéritos e API pode fornecer valor adicional e conhecimentos ao a) prever as motivações do Facebook, b) compreender a selecção dos meios de comunicação social, c) compreender os padrões de comunicação no Facebook, e d) prever e modelar a força dos laços, em comparação com o que pode ser ganho seguindo uma ciência social tradicional ou uma abordagem computacional isolada. Abordo em seguida como os resultados destes estudos contribuem para uma compreensão do comportamento online tanto a nível do utilizador individual, por exemplo, como as pessoas percorrem o ecossistema SNS, e ao nível das relações diádicas, por exemplo, como a força dos laços e a confiança interpessoal afectam os padrões de comunicação diádica. Além disso, descrevo as implicações específicas para os designers e investigadores do SNS que decorrem deste trabalho. Por exemplo, o trabalho apresentado tem implicações teóricas para o quadro de Usos e Gratificações (U&G - Uses and Gratifications framework) e para a aplicação da Teoria da Escolha Racional (RCT - Rational Choice Theory) no contexto das interacções SNS, e implicações de design, como o reforço da privacidade e conveniência dos utilizadores de SNS, com o apoio à reciprocidade das interacções. Explico também como os resultados dos estudos realizados demonstram o valor acrescentado de combinar as ciências sociais tradicionais e os métodos computacionais para o estudo de SNS, e, por fim, apresento reflexões sobre os pontos fortes e limitações da abordagem global de investigação que podem ser úteis a esforços de investigação semelhantes

Doctor of Philosophy

dissertationThis project is an activity-based study of American teens (13-17 years of age) and their material engagement with new media. This study documents the participants' engagement with new media in networked spaces and the everyday practices that surround their participation. Study participants were asked to orally report what they are experiencing as they experience it. Reports and on-screen activities are recorded by a laptop computer. Theoretical findings emerged from the axial coding across four code categories and suggested a leitmotiv pattern of a complex but stable relationship between interpersonal communication channels, the relative immediacy and intimacy of the channel, and the social relationship between participants. This pattern appeared to have a structuring influence on communication practices of youth in networked publics, and led to some tensions, concerns, and strategies relating to controlling the flow of information in those spaces. Overall, 10 code patterns and themes emerged to provide insight into the everyday practices of young people as they negotiate and construct meaning and identity in networked publics. The implications of the findings are discussed in the context; of the research questions. To my wife, Esther, for her love and unwavering support. To my children, who have never known a father who was not in working on a PhD. To my mother and father, who never lost confidence. My family was and is my inspiration

Live Streaming: Its Relevant Concepts and Literature Review

Live streaming is a new form of social applications involving video content, consumption and real-time human interaction to facilitate users’ ability to interact with each other. Despite the increasing popularity of live streaming and its influence on business and society, relatively little research has been conducted to understand what we know and what we need to know about it. Therefore, a systematic review of the existing literature was carried out to synthesize the research findings. Accordingly, we systematically reviewed 133 useable papers published across 52 academic journals and 10 conferences with regards to research trends, topics, methodology, and contexts. This study offers a thorough understanding of current practices in live streaming, which may help businesses to better realize their live streaming deployment objectives

A Sense of Place: An Affordance Perspective on Social Media Attachment and Social Media Addiction

This research examines the relationship between social media attachment and addiction by considering social media as built environments that users infrastructure or furnish to their preferences and interests (Reimers et al. 2022). Grounded in the interactional theory of place attachment and the affordance perspective, this study identifies the properties of social media\u27s built environments that promote attachment. We assessed a structural model using survey data collected from 324 students at a major U.S. university. The results reveal that a strong attachment to social media significantly predicts addiction, highlighting how positive experiences can lead to unintended negative outcomes. This aligns with prior research, which suggests that people primarily use social media platforms for pleasurable experiences, driven by the psychological need for comfort, familiarity, and enjoyment. The implications of these findings are discussed, underscoring the importance of considering place attachment in the study of social media addiction

Interpersonal Relations and Social Actions on Live Streaming Services. A Systematic Review on Cyber-social Relations

This article provides a systematic review on interpersonal relations and social actions on live streaming services as, for instance, Twitch, Chaturbate, YouNow, or Taobao Live. Are those relations social, parasocial, or is there another specific kind of relation? Based on 77 articles, we give a short bibliometric overview and discuss interactions on live streaming services, social actions of streamers, social actions of viewers, shopping relations on live streaming services, and the streamers’ and viewers’ intentions to continuous actions leading (also supported by elements of gamification) the audience to a kind of stickiness towards individual streams, streamers, and services. Due to highly interactive communication between audience and broadcasters and among the viewers, social actions on live streaming services take a middle position between social and parasocial relations and―concerning shopping―also a middle position between physical event-shopping and ordering on an e-commerce platform. They form a new human-human relation, which we name “cyber-social relation.

Focused Immersion: When Do Information Technology Affordances Disrupt It?

The rise of the use of Information Technology (IT) in many activities throughout people’s lives has led to questions about the impact on our attention. While most studies in this area have examined the role of task-specific technology, we still know little about the broader role of IT in people’s environments. In this study, we examine how and when exposure to technology affordances, such as having a smartphone at hand, affects focused immersion in a task. Based on theory on construal levels, and confirmed by our study, we posit that higher level, abstract ways of thinking protect against the negative impact of IT affordances on focused immersion. This insight can potentially help individuals tailor their IT environments to their needs for a deeper engagement in their activities. Further, by connecting strands of literature on focused immersion, this work can facilitate the development of a more comprehensive theory of focused immersion