Page 17 - THE LIVE STREAM MANUAL ONLINE PRODUCT SALES

Live stream content, including navigation media format and website features, has been widely

recognized as contextual stimuli in S-O-R. Streamers promote and endorse commercial cues and
retail visuals in live streaming commerce. We point to information quality, such as truthful

product-related information, as a major motivator for viewer engagement (e.g., product features,
price offers, and return policies), the accuracy of the content of the information, and the promptness

with which information requests from viewers are met. A crucial factor is the quality of the

information to determine if the customer's wish has been satisfied. (X Xu, JH Wu, Q Li—Journal
of Electronic Commerce Research, 2020).

There is little information available regarding the factors driving viewer interest in the rapidly

expanding live-streaming multimedia phenomenon. Four dimensions of live-stream viewer
engagement were explained using an eight-factor socio-motivational model based on the Uses and

Gratifications Theory. An international, online self-report survey of Twitch users (N = 2227) was
used to gather cross-sectional data. Multiple and ordinal linear regression analyses found six

motivations for live-stream involvement: social connection, a sense of community, meeting new
people, amusement, information seeking, and a lack of external support in real life. Viewer motives

to participate in live-stream entertainment tend to have a greater social and community basis than

the reasons viewers choose to engage in mass media. Additionally, compared to viewers of larger
channels, viewers of smaller channels (500 viewers) were more driven by social participation

(JT,Neil 2018).

In behaviorist and cognitivist psychology, empirical techniques for self-description, think-
aloud protocols, and introspection have received harsh criticism or have been ignored entirely.

Since there doesn't seem to be enough evidence to support their validity, their methodological
worth has been seriously questioned. The main objections to self-description, however, may be

examined critically by theoretical psychology. In this manner, the empirical usefulness of these

methodologies can be justified. The usage of modern media technology can also modernize self-
descriptive techniques. Live streaming is suggested as a workable data source to support the

optimistic outlook for upcoming empirical research in the area of cognitive psychology. Live
Streaming resembles classic techniques of self-description in both structure and known usage, but

it also incorporates useful new capabilities. Based on its attributes, the potential advantages that

seem realistic in comparison to the conventional self-description techniques are expanded, such as

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