Musical life became disrupted in 2020 due to the COVID-19 pandemic. Many musicians and venues turned to online alternatives, such as livestreaming. In this study, three livestreamed concerts were organized to examine separate, yet interconnected concepts—agency, presence, and social context—to ascertain which components of livestreamed concerts facilitate social connectedness. Hierarchical Bayesian modeling was conducted on 83 complete responses to examine the effects of the manipulations on feelings of social connectedness with the artist and the audience. Results showed that in concert (...) 1, where half of the participants were allowed to vote for the final song to be played, this option did not result in the experience of more agency. Instead, if their preferred song was played (regardless of voting ability) participants experienced greater connectedness to the artist. In concert 2, participants who attended the concert with virtual reality headsets experienced greater feelings of physical presence, as well as greater feelings of connectedness with the artist, than those that viewed a normal YouTube livestream. In concert 3, attendance through Zoom led to greater experience of social presence, but predicted less connectedness with the artist, compared to a normal YouTube livestream. Crucially, a greater negative impact of COVID-19 (e.g., loneliness) predicted feelings of connectedness with the artist, possibly because participants fulfilled their social needs with this parasocial interaction. Examining data from all concerts suggested that physical presence was a predictor of connectedness with both the artist and the audience, while social presence only predicted connectedness with the audience. Correlational analyses revealed that reductions in loneliness and isolation were associated with feelings of shared agency, physical and social presence, and connectedness to the audience. Overall, the findings suggest that in order to reduce feelings of loneliness and increase connectedness, concert organizers and musicians could tune elements of their livestreams to facilitate feelings of physical and social presence. (shrink)

With the continuous development and improvement of Internet media technologies in China, the influence of livestream e-commerce is becoming increasingly prominent, and an increasing number of people are engaging in consumption activities in this field. It is important to study consumer stickiness in livestream e-commerce to promote economic structure adjustment and innovation-driven development. Therefore, in this study, we adopted the expectation confirmation theory as the theoretical framework and analyzed the ECT and stickiness. The study considered satisfaction as the (...) previous influencing factor of user and consumer stickiness, replaced the continuance intention in the expectation confirmation model with consumer stickiness as the explanatory variable, introduced the variable of perceived playfulness as the value perception after user experience, and established a consumer stickiness factors model. A total of 262 valid questionnaires were collected in this study, and SmartPLS analysis along with interviews were used to justify the limitations of data analysis. The results of the study demonstrated a significant effect of perceived usefulness and confirmation on satisfaction, a significant effect of confirmation on perceived usefulness, a significant effect of satisfaction on stickiness, and a significant effect of confirmation on perceived playfulness. Based on findings from the data analysis and interviews, we further proposed rationalized recommendations, and aimed to provide some theoretical guidance for future research on live streaming. (shrink)

As the essence of livestream e-commerce is social commerce, building a livestream brand community and attracting brand followers are the key aspects to achieving sustained revenue. For many companies, inviting celebrities has become a shortcut to attract new followers. Considering the unsustainability and high cost of the celebrity host mode, some companies switched to using their own branded broadcasters to attract followers. However, as branded broadcasters lack a fan base, choosing the suitable broadcaster type has become a challenge (...) in livestream e-commerce. The motivation of consumers to follow brand livestream accounts is mainly to obtain potential value by embedding them in social networks. Therefore, based on motive theory, this research explores how different broadcaster types affect consumer’s intention to follow a livestream brand community. Results from the analysis of secondary data from livestream platforms and two laboratory experiments reveal that celebrities contribute more to consumer’s intention to follow than branded broadcasters, and utilitarian products can strengthen the effect of branded broadcasters on attracting potential followers. Moreover, branded broadcasters can promote consumer’s intention to follow a livestream brand community by satisfying consumer’s need for informational value during utilitarian product evaluation. This research analyzes the differential effects of different types of broadcasters on livestream brand community building. The findings can deepen the understanding of the consumer’s behavior of following brand livestream communities and provide companies with suggestions on broadcaster selection in livestream e-commerce. (shrink)

In the article we discuss the meaning of the body in its material dimension in relation to its transformation in the current context, which is determined by the multi-layered convergence of biopolitics (Foucault 1978–79), necropolitics (Mbembe 2003), digital psychopolitics (Han 2014), and gore capitalism (Valencia 2010). It is an inquire of the ways in which the contemporary body becomes a form of mass media for certain populations who choose to consent to the mandate of making themselves entrepreneurs of their own (...) bodies within the livestream regime (Valencia 2016, 2018). The author analyzes a variety of representations of femininity taking physical form g-locally in bodies, which—in an effort to comply with capitalist mandates and with binary choreographies of gender and sexuality—become businesses themselves. (shrink)

Improving the user stickiness becomes increasingly valued, due to the severe user churn of livestreaming services. Previous studies pay much attention to the influencing factors of technology on user stickiness, ignoring the emotional factors. This study examined the impact of the emotional labor of network anchors on user stickiness in the context of livestreaming service. We extended prior findings in three ways. The results of Study 1 demonstrated that the emotional labor of network anchor positively influenced user stickiness, and immersion (...) experience plays a mediating role. The results of Study 2 demonstrated that the deep acting strategies of emotional labor had a stronger effect when compared with surface acting strategies. The results of Study 3 demonstrated that the effect of emotional labor on user stickiness was stronger for the users with prevention focus compared with promotion focus. Based on the perspective of emotional labor, this study extends the previous research on user stickiness and is valuable for guiding the practice of livestreaming services. (shrink)

With the rapid development of livestreaming marketing in China, consumers spend an increasing amount of time watching and purchasing on the platform, which shows a trend of livestreaming addiction. In the early stage of the COVID-19 pandemic, the addiction exacerbated by a surge of boredom caused by home quarantine. Based on the observation of this phenomenon, this research focused on whether state boredom could facilitate consumers’ livestreaming addiction and explored the associated mechanisms of this relationship. Based on three studies, this (...) research found that state boredom had a positive effect on consumers’ livestreaming addiction, and this relationship worked through the mediating effect of consumers’ sensation seeking. We further verified a moderated mediation effect of consumers’ life meaning perception, where the indirect effect of state boredom on consumers’ livestreaming addiction via consumers’ sensation seeking existed for high and low levels of life meaning perception, but in opposite directions. The conclusions provided theoretical and practical implications of livestreaming marketing and healthy leisure consumption. (shrink)

The booming development of educational livestreaming platforms has caused the prevalence of user experience to a certain extent, which profoundly affects users' purchase intention and behavior, and has become a hot topic of current research in the online education field. However, there is a lack of in-depth analysis on the mechanism of the role of user experience in influencing purchase intention. Based on the analysis of user experience and psychological ownership, this study constructs a moderated mediation model to investigate the (...) mediating psychological mechanism and boundary conditions of user experience affecting purchase intention. In this study, a valid sample of 372 users was used for structural equation modeling analysis. The results of the study found that user experience not only had a significant positive effect on purchase intention but was also mediated by psychological ownership. We also found that the effect of psychological ownership on purchase intention was moderated by privacy concerns. This study examines the role of user experience in purchase intention and reveals the mechanism of the role of user experience in an educational livestreaming platform. (shrink)

With the deep popularity of mobile Internet, the “eyeball economy” is more active than ever. Driven by powerful modern media, livestreaming, as a new form of attracting public attention to obtain economic benefits, is worth studying its influence path on consumers. Based on the technology acceptance model and the mediating effect of emotion, this study constructs the consumer influencing factor model of livestreaming e-commerce. The research model and related hypotheses are verified by SPSS and linear multiple regression models. The research (...) found that emotional trust and perceived emotional value could be regarded as mediating variables to stimulate consumers' purchase intention in livestreaming e-commerce. They have a full mediating effect on product and atmosphere and a partial mediating effect on homogeneity and promotion, which identifies that online celebrity's homogeneity, and sales promotion could influence consumers' purchase intention through the partial mediating role of emotional trust and perceived emotional value, while product and atmosphere induced by emotional contagion could exert influence on consumers' purchase intention through the full mediating effect of emotional trust and perceived emotional value. (shrink)

This article examines two interrelated aspects of Mexican regional music response to the coronavirus crisis in the música huasteca community: the growth of interactive huapango livestreams as a preexisting but newly significant space for informal community gathering and cultural participation at the onset of the coronavirus pandemic, and the composition of original verses by son huasteco performers addressing the pandemic. Both the livestreams and the newly created coronavirus disease verses reflect critical improvisatory approaches to the pandemic in música huasteca. The (...) interactive livestreams signaled an ad hoc community infrastructure facilitated by social media and an emerging community space fostered by Do-It-Yourself activists. Improvised COVID-related verses presented resonant local and regional themes as a community response to a global crisis. Digital ethnography conducted since March 2020 revealed a regional burst of musical creativity coupled with DIY intentionality, a leveling of access to virtual community spaces, and enhanced digital intimacies established across a wide cultural diaspora in Mexico and the USA. These responses were musically, poetically, and organizationally improvisational, as was the overall outpouring of the son huasteco music inspired by the coronavirus outbreak. Son huasteco is a folk music tradition from the Huasteca, a geo-cultural region spanning the intersection of six states in central Mexico. This study examines a selection of musical responses by discussing improvisational examples in both Spanish and the indigenous language Nahuatl, and in the virtual musical communities of the Huasteca migrant diaspora in digital events such as “Encuentro Virtual de Tríos Huastecos,” the “Huapangos Sin Fronteras” festival and competition, and in the nightly gatherings on social media platforms developed during the pandemic to sustain the Huastecan cultural expression. These phenomena have served as vibrant points of transnational connection and identity in a time where physical gatherings were untenable. (shrink)

With the rapid development of Internet technology, sports media consumption is migrating toward streaming. The online streaming of sporting events has become the important way of copyrights holders to engage sports fans, especially young fans. Therefore, it is vital to understanding users' willingness to pay. Given that previous studies of the livestream sports broadcasts online have not dealt with users' payment intention, the originality of this study is that it explore users' motivation by combining information system research with the (...) consumer demand theory. The study aimed to examine the factors that influence users' payment intention to stream online sports by using the extended Technology Acceptance Model. Data from questionnaires completed by 330 Chinese respondents determined how perceived usefulness, ease, enjoyment, and satisfaction, influence users' WTP. Satisfaction positively correlated with users' payment intentions, impacted WTP values, mediated ease of use. The analysis also revealed the necessity for broadcast platforms to improve satisfaction and to increase payment intentions. (shrink)