Purpose

Live Streaming Marketing has emerged as a transformative medium, facilitating real-time product promotion and brand messaging and reshaping consumer engagement. However, knowledge of the impact of Store Atmospheric cues within live streaming contexts remains scarce. This research delves into the dynamic interplay between streamers and viewers across diverse live streaming platforms, with a focus on the impact of distinct atmospheric cues. It also seeks to explore prosocial behavior and integrate elements of social comparison theory.

Design/methodology/approach

We conducted semi-structured interviews with 14 streamers and 26 viewers. Participants who were active on streaming platforms and had experience of multiple live streaming sessions were purposively identified. The thematic coding approach and NVivo 12 software were employed to gain a nuanced understanding of live streaming dynamics.

Findings

Our findings highlight the significant role of emerging atmospheric cues in shaping immersive streaming experiences and fostering prosocial behavior. Additionally, we observed three formats of upward social comparisons between streamers and viewers, wherein viewers compared themselves with streamers and peers, and streamers engaged in comparisons with more experienced counterparts. This finding contributes to a sense of digital community and positive interactions because of live streaming adoptions.

Originality/value

By extending the application of social comparison theory, this study provides valuable insights for practitioners and scholars, enriching the understanding of both streamers’ and viewers’ psychological behavior and the dynamics of virtual retail settings.

中文翻译：

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通过商店氛围线索优化直播参与度：探索亲社会行为和社会比较——来自主播和观众的见解

 目的

直播营销已成为一种变革性媒体，促进实时产品促销和品牌信息传递，并重塑消费者参与度。然而，关于直播环境中商店氛围线索的影响的知识仍然很少。这项研究深入研究了不同直播平台上主播和观众之间的动态相互作用，重点关注不同氛围线索的影响。它还试图探索亲社会行为并整合社会比较理论的要素。

设计/方法论/途径

我们对 14 名主播和 26 名观众进行了半结构化采访。有目的地识别活跃在流媒体平台上并具有多次直播会话经验的参与者。采用主题编码方法和 NVivo 12 软件来深入了解直播动态。

 发现

我们的研究结果强调了新兴氛围线索在塑造沉浸式流媒体体验和促进亲社会行为方面的重要作用。此外，我们观察了主播和观众之间的三种向上社交比较形式，其中观众将自己与主播和同龄人进行比较，主播则与更有经验的同行进行比较。由于直播的采用，这一发现有助于增强数字社区意识和积极互动。

 原创性/价值

通过扩展社会比较理论的应用，这项研究为从业者和学者提供了宝贵的见解，丰富了对主播和观众心理行为以及虚拟零售环境动态的理解。