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Developing personas for live streaming commerce platforms with user survey data
Live streaming commerce has emerged as a novel form of online marketing that offers live streaming commerce platforms a means of meeting different user groups’ needs. The objective of this article is to examine the effects of age and gender on live streaming commerce platform usage and investigate u...
Autores principales: | , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Springer Berlin Heidelberg
2023
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10134723/ https://www.ncbi.nlm.nih.gov/pubmed/37361679 http://dx.doi.org/10.1007/s10209-023-00996-x |
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author | Zhong, Runting Han, Saihong Wang, Zi |
author_facet | Zhong, Runting Han, Saihong Wang, Zi |
author_sort | Zhong, Runting |
collection | PubMed |
description | Live streaming commerce has emerged as a novel form of online marketing that offers live streaming commerce platforms a means of meeting different user groups’ needs. The objective of this article is to examine the effects of age and gender on live streaming commerce platform usage and investigate user characteristics of these platforms in China. This study adopted a data-driven persona construction method combining quantitative and qualitative methods through the use of survey and interview. The survey involved 506 participants (age range = 19–70), and the interview involved 12 participants. The survey findings showed that age significantly affected users’ livestream platform usage, while gender did not. Younger users had higher device proficiency and operation numbers. With more trust and device use, older users used the platforms later in the day than younger users. Interview findings revealed that gender affected users’ motivations and value focus. Women tended to use the platforms as a means of entertainment. Women valued service quality and enjoyment more, while men focused on the accuracy of product information more. Four personas with significant differences were then constructed: Dedicated, Dependent, Active and Lurker. Their various needs, motivations and behavior patterns can be considered by designers to elevate the interaction of live streaming commerce platforms. |
format | Online Article Text |
id | pubmed-10134723 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2023 |
publisher | Springer Berlin Heidelberg |
record_format | MEDLINE/PubMed |
spelling | pubmed-101347232023-04-28 Developing personas for live streaming commerce platforms with user survey data Zhong, Runting Han, Saihong Wang, Zi Univers Access Inf Soc Long Paper Live streaming commerce has emerged as a novel form of online marketing that offers live streaming commerce platforms a means of meeting different user groups’ needs. The objective of this article is to examine the effects of age and gender on live streaming commerce platform usage and investigate user characteristics of these platforms in China. This study adopted a data-driven persona construction method combining quantitative and qualitative methods through the use of survey and interview. The survey involved 506 participants (age range = 19–70), and the interview involved 12 participants. The survey findings showed that age significantly affected users’ livestream platform usage, while gender did not. Younger users had higher device proficiency and operation numbers. With more trust and device use, older users used the platforms later in the day than younger users. Interview findings revealed that gender affected users’ motivations and value focus. Women tended to use the platforms as a means of entertainment. Women valued service quality and enjoyment more, while men focused on the accuracy of product information more. Four personas with significant differences were then constructed: Dedicated, Dependent, Active and Lurker. Their various needs, motivations and behavior patterns can be considered by designers to elevate the interaction of live streaming commerce platforms. Springer Berlin Heidelberg 2023-04-27 /pmc/articles/PMC10134723/ /pubmed/37361679 http://dx.doi.org/10.1007/s10209-023-00996-x Text en © The Author(s), under exclusive licence to Springer-Verlag GmbH Germany, part of Springer Nature 2023, Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law. This article is made available via the PMC Open Access Subset for unrestricted research re-use and secondary analysis in any form or by any means with acknowledgement of the original source. These permissions are granted for the duration of the World Health Organization (WHO) declaration of COVID-19 as a global pandemic. |
spellingShingle | Long Paper Zhong, Runting Han, Saihong Wang, Zi Developing personas for live streaming commerce platforms with user survey data |
title | Developing personas for live streaming commerce platforms with user survey data |
title_full | Developing personas for live streaming commerce platforms with user survey data |
title_fullStr | Developing personas for live streaming commerce platforms with user survey data |
title_full_unstemmed | Developing personas for live streaming commerce platforms with user survey data |
title_short | Developing personas for live streaming commerce platforms with user survey data |
title_sort | developing personas for live streaming commerce platforms with user survey data |
topic | Long Paper |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10134723/ https://www.ncbi.nlm.nih.gov/pubmed/37361679 http://dx.doi.org/10.1007/s10209-023-00996-x |
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