{"title":"直播的力量:它会成为初创企业的替代战略吗?","authors":"Md Alamgir Hossain , Md Shakhawat Hossain , Md Sohel Chowdhury , Razuan Ahmed Shuvro","doi":"10.1016/j.techsoc.2024.102640","DOIUrl":null,"url":null,"abstract":"<div><p>The main purpose of this study is to develop and empirically examine an integrated theoretical model to understand the relationship between Startups' livestreaming (SLS) efforts and firm performance, with a particular emphasis on the mediating role of customers' investment and the moderating role of SLS experience. This may be one of the pioneer studies in this field that demonstrates company performances with firm-level information. The research model was developed with the stimulus-organism-response (SOR) theory as its foundation, after collecting data from a useable sample of 289 respondents, comprising of business founders, managers, employees, and vloggers across several startup industries, the research hypotheses were tested using AMOS (version 24), a program for conducting structural equation modeling (SEM). The study results showed a direct association of SLS efforts with all of its endogenous variables, i.e., SLS adoption, consumer investment, and firm performance. Furthermore, consumer investment fully mediates the relationship between SLS adoption and firm performance. SLS experience noticeably moderates all of our study model's anticipated pathways. Based on the study's findings, some significant theoretical advancements and entrepreneurial ramifications have been identified. The report finishes by identifying its shortcomings and ideas for future research.</p></div>","PeriodicalId":47979,"journal":{"name":"Technology in Society","volume":null,"pages":null},"PeriodicalIF":10.1000,"publicationDate":"2024-06-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The power of livestreaming: Will it become an alternative strategy for startups?\",\"authors\":\"Md Alamgir Hossain , Md Shakhawat Hossain , Md Sohel Chowdhury , Razuan Ahmed Shuvro\",\"doi\":\"10.1016/j.techsoc.2024.102640\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><p>The main purpose of this study is to develop and empirically examine an integrated theoretical model to understand the relationship between Startups' livestreaming (SLS) efforts and firm performance, with a particular emphasis on the mediating role of customers' investment and the moderating role of SLS experience. This may be one of the pioneer studies in this field that demonstrates company performances with firm-level information. The research model was developed with the stimulus-organism-response (SOR) theory as its foundation, after collecting data from a useable sample of 289 respondents, comprising of business founders, managers, employees, and vloggers across several startup industries, the research hypotheses were tested using AMOS (version 24), a program for conducting structural equation modeling (SEM). The study results showed a direct association of SLS efforts with all of its endogenous variables, i.e., SLS adoption, consumer investment, and firm performance. Furthermore, consumer investment fully mediates the relationship between SLS adoption and firm performance. SLS experience noticeably moderates all of our study model's anticipated pathways. Based on the study's findings, some significant theoretical advancements and entrepreneurial ramifications have been identified. The report finishes by identifying its shortcomings and ideas for future research.</p></div>\",\"PeriodicalId\":47979,\"journal\":{\"name\":\"Technology in Society\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":10.1000,\"publicationDate\":\"2024-06-25\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Technology in Society\",\"FirstCategoryId\":\"90\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S0160791X2400188X\",\"RegionNum\":1,\"RegionCategory\":\"社会学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"SOCIAL ISSUES\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Technology in Society","FirstCategoryId":"90","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0160791X2400188X","RegionNum":1,"RegionCategory":"社会学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"SOCIAL ISSUES","Score":null,"Total":0}
The power of livestreaming: Will it become an alternative strategy for startups?
The main purpose of this study is to develop and empirically examine an integrated theoretical model to understand the relationship between Startups' livestreaming (SLS) efforts and firm performance, with a particular emphasis on the mediating role of customers' investment and the moderating role of SLS experience. This may be one of the pioneer studies in this field that demonstrates company performances with firm-level information. The research model was developed with the stimulus-organism-response (SOR) theory as its foundation, after collecting data from a useable sample of 289 respondents, comprising of business founders, managers, employees, and vloggers across several startup industries, the research hypotheses were tested using AMOS (version 24), a program for conducting structural equation modeling (SEM). The study results showed a direct association of SLS efforts with all of its endogenous variables, i.e., SLS adoption, consumer investment, and firm performance. Furthermore, consumer investment fully mediates the relationship between SLS adoption and firm performance. SLS experience noticeably moderates all of our study model's anticipated pathways. Based on the study's findings, some significant theoretical advancements and entrepreneurial ramifications have been identified. The report finishes by identifying its shortcomings and ideas for future research.
期刊介绍:
Technology in Society is a global journal dedicated to fostering discourse at the crossroads of technological change and the social, economic, business, and philosophical transformation of our world. The journal aims to provide scholarly contributions that empower decision-makers to thoughtfully and intentionally navigate the decisions shaping this dynamic landscape. A common thread across these fields is the role of technology in society, influencing economic, political, and cultural dynamics. Scholarly work in Technology in Society delves into the social forces shaping technological decisions and the societal choices regarding technology use. This encompasses scholarly and theoretical approaches (history and philosophy of science and technology, technology forecasting, economic growth, and policy, ethics), applied approaches (business innovation, technology management, legal and engineering), and developmental perspectives (technology transfer, technology assessment, and economic development). Detailed information about the journal's aims and scope on specific topics can be found in Technology in Society Briefings, accessible via our Special Issues and Article Collections.