Page 24 - THE LIVE STREAM MANUAL ONLINE PRODUCT SALES

A unique advantage of any live streamer is the ability to negotiate for lower prices while not

compromising on the quality of the products or services sold. Price discounts have a positive
influence on consumers' purchasing intentions but may not be as effective in building consumers'

trust. This proposition is especially important when trust is as important, if not more, than price
for today's consumers (Figure 4).

Consumer engagement is defined as the kind of mind generated by customers interacting with

the brand in a specific service relationship and creating an experience. Marketing scholars mainly
define customer engagement from three perspectives: behavioral, psychological, and cognitive.

Online consumer engagement includes three dimensions through quantitative research: active

cognitive processing, instrumental value, and experience. (L Qiu, X Chen, TJ Lee-Sustainability,
2021).

Live video streaming is one of the great unfulfilled promises of the Internet, but it remains a

debatable issue whether the best-effort Internet can ultimately deliver the service quality and
satisfaction that users expect. Many challenges remain, such as high bit rates, packet loss, end-to-

end delay, congestion, and lack of service guarantee. Large-scale, cost-effective video streaming
capable of supporting millions of viewers is still farfetched.

Cool streaming is a new concept in which each node periodically exchanges its data availability

information with a set of partners and retrieves unavailable data from one or more of them. The
fundamental advantage of using a data-centric approach is that it eliminates the requirement for

constructing and maintaining any specific overlay network. There are three basic modules in the

Cool Streaming system: Membership Manager, Partnership Manager, and Scheduler.

5. TIME REDUCTION:

Streaming is a form of peer-to-peer (P2P)

communication between peers where each

member of the P2P network competes for the
same set of resources with a time requirement

(Figure 5). In a client-and-server system, the
availability of servers ensures that a client can Figure 5. Time Reduction

easily locate the service, often retrieving the (D’Henry, n.d.)

23