雪球取样
心理学
非概率抽样
价值(数学)
叙述的
考试(生物学)
情感(语言学)
广告
营销
社会心理学
业务
社会学
医学
计算机科学
人口
古生物学
人口学
病理
哲学
机器学习
生物
沟通
语言学
作者
Cindy Yunhsin Chou,Ja‐Shen Chen,Shao‐Kai Lin
摘要
Abstract Drawing on the literature related to value cocreation and narrative transportation, this study proposes a framework for examining the relationships among consumer and livestreamer value cocreation behaviors, consumers’ mentally simulated experiences, and their intention to continue using livestreaming services. Purposive and snowball sampling were used to recruit survey participants. A total of 463 individuals were enrolled to test the research model and its hypotheses. The value cocreation of consumers and livestreamers affects consumers’ mentally simulated experiences, which in turn affect their intention to continue using a livestreaming service. To verify this finding, a post hoc in‐depth interview was conducted with an e‐commerce manager with extensive experience in producing livestreaming programs. This study differs from previous works in this area in that it focuses on what drives consumers to use livestreaming services and examines the effects of value cocreation on consumers’ mentally simulated experiences, narrative transportation, and their intention to continue using livestreaming services.
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