1、英文字数：英文 5225 单词，28652 字符；中文 8859汉字 出处：出处：Cai J, Wohn D Y. Live streaming commerce: Uses and gratifications Cai J, Wohn D Y. Live streaming commerce: Uses and gratifications approach to understanding consumersapproach to understanding consumers motivationsC/Proceedings of the motivationsC
2、/Proceedings of the 52nd Hawaii International Conference on System Sciences. 2019.254852nd Hawaii International Conference on System Sciences. 2019.2548- -25572557 外文文献外文文献 Live Streaming Commerce: Uses and Gratifications Approach to Understanding Consumers Motivations Abstract In this
3、paper, we introduce live streaming commerce e-commerce integrated with real-time social interaction via live streams. Using a uses and gratifications framework, we identified four motivations (enjoyment of interaction, substitutability of personal examination, need for community, and trend setting)
4、related to live streaming commerce, and explored relationships between motivations and behavioral intentions in three different scenarios: general watching scenario, product search scenario, and internet celebrity scenario. Results showed that substitutability of personal examination was associated
5、with the general watching scenario and product search scenario, while enjoyment of interaction was associated with the internet celebrity scenario. Trend setting was associated with all scenarios but need for community was insignificant with all scenarios. Design implications based on results are di
6、scussed for future live streaming commerce system development. Keywords: Live Streaming Services, Digital and Social Media, E-commerce,Consumers' Motivation,Live Streams, Live Streaming Commerce, Uses and Gratifications Theory 1.Introduction Live streaming has become extremely popular in recent years, spurring a lot of research around this topic. Some research has focused on technical issues of live streaming systems; other research was about user-generated content, streamers m
