在线直播与电子商务交易外文文献翻译2019-2020.docx

在线直播与电子商务交易外文文献翻译 在线直播与电子商务交易外文文献翻译2019-2020 PAGE PAGE1 英文 LiveStreamingCommerce:UsesandGratificationsApproachtoUnderstandingConsumers’Motivations DongheeYvetteWohn Introduction Livestreaminghasbecomeextremelypopularinrecentyears,spurringalotofresearcharoundthistopic.Someresearchhastechnicailssuesoflivestreamingsystems;otherresearcwhasabout userg-eneratecdontents,treamersm’otivesa,ndviewers’motives;andsomeresearcfhocusedonspecifipclatformssuchasYouTubeLive,Twitch,andPeriscopeI.n2007,Friedln?deridentifitehdatthemaincategorieosflivestreamincgontentarechattings,haringinformation,24/7,“sliocfelife”an,dentertainmemnetdia,onthebasisofcontent fromthreedifferentcountries(Germany,UnitedStates,andJapan differentplatforms(YouNow,Periscope,andUstream).Missingfro analysis,however,waslivestreamingcommerce. Shoppingwithlivestream—salsoknownaslivestreamingcommerce—iscomparativenleyw.Livestreamincgommerceisdefined asasubsetofecommerceembeddedwithreal-timesocialinteracti featurueniquetolivestreamsT.herearetwotypesoflivestreaming commerce.Thefirstiswhenlivestreamingfeaturesareintroduce e-commerce/shoppingsitesorapps.Somestartupshavecomeinto e-commerce/ shopping sites or apps. Some startups have come into PAGE PAGE2 businessandtargetesdpecifimcarketsegmentationssu,chasLivby, whichlaunchedthefirstU.S.mobilelivestreamingshoppingapp OtherexamplesincludePopshopLive,whichallowscreativeindivi tocreatteheirownshoppingchannelsb,uildtheiprersonablrandsa,nd sellproductsglobaanldlyShopshops,whichfocusesonconnectingU.S.brandswithChineseconsumersvialivestreams. Anotherexamplefore-commerceexpandingintolivestreamswas Amazon’s“StylCeodeLive”whichwaslaunchedin2016tobroadcast fashionandbeautyproductstoitscustomersbutcanceleditsser May2017.AmazonwasthefirsAtmericane-commercegianttogetinvolvedinlivestreamingcommerce,albeitunsuccessfullMyo.rerecentlyT,alkshoplivae,startulpaunchedinMarch2018,startetdo supportsmallbusinessownerstolivestreamtheirproductsandthemtomainstreambrandsandinfluencers. Thesecondtypeof