Page 196 - 臺大管理論叢第32卷第1期
P. 196

Straight into Your Heart: The Effect of Live-Streaming E-Commerce on Consumer Engagement




                        brand identification. Journal of Business Research, 69 (8): 2901-2910.
               Fornell, C., and Larcker, D. F. 1981. Evaluating structural equation models with unobserv-
                        able variables and measurement error. Journal of Marketing Research, 18 (1):
                        39-50.

               George, S. 2020. How live streaming is changing ecommerce shopping. https://www.
                        fortunesoftit.com/live-streaming-changing-ecommerce-shopping/. Accessed
                        Feb. 18, 2022.
               Guo, Y., Goh, K. Y., and Sayed, M. R. 2019. Mobile live streaming: The roles of
                        broadcasters’ screen presence and dynamic emotions in viewership engagement.

                        Paper presented at the International Conference on Information Systems (ICIS)
                        2019 Conference, Munich, Germany.
               Hair, J. F., Jr., Black, W. C., Babin, B. J., Anderson, R. E., and Tatham, R. L. 1998. Multi-
                        variate Data Analysis (5th ed.). Upper Saddle River, NJ: Prentice hall.
               Helm, S. V., Renk, U., and Mishra, A. 2016. Exploring the impact of employees’ self-con-
                        cept, brand identification and brand pride on brand citizenship behaviors. Euro-
                        pean Journal of Marketing, 50 (1-2): 58-77.

               Ho, R. C., and Rajadurai, K. G. 2020. Live streaming meets online shopping in the
                        connected world. In Ho, R. C. (Ed.), Strategies and Tools for Managing
                        Connected Consumers: 130-142. Hershey, PA: IGI Global.
               Hodkinson, C. 2019. ‘Fear of Missing Out’ (FOMO) marketing appeals: A conceptual

                        model. Journal of Marketing Communications, 25 (1): 65-88.
               Hollebeek, L. D., and Chen, T. 2014. Exploring positively-versus negatively-valenced
                        brand engagement: A conceptual model. Journal of Product and Brand
                        Management, 23 (1): 62-74.
               Hollebeek, L. D., Glynn, M. S., and Brodie, R. J. 2014. Consumer brand engagement in
                        social media: Conceptualization, scale development and validation. Journal of

                        Interactive Marketing, 28 (2): 149-165.
               Hollebeek, L. D., Kumar, V., and Srivastava, R. K. 2020. From customer-, to actor-, to
                        stakeholder engagement. Journal of Service Research, OnlineFirst: 1-16. https://
                        doi.org/10.1177/1094670520977680

               Horton, D., and Wohl, R. R. 1956. Mass communication and para-social interaction:
                        Observations on intimacy at a distance. Psychiatry, 19 (3): 215-229.
               Hu, M., Zhang, M., and Wang, Y. 2017. Why do audiences choose to keep watching


                                                     188
   191   192   193   194   195   196   197   198   199   200   201