東華大學圖書館 |

Language: English

Help

回圖書館首頁

手機版館藏查詢

Back

Switch To: Labeled | MARC Mode | ISBD

Persuasion Knowledge as a Continuum:...

Whitwam, Bryce,

Linked to FindBook

Google Book

Amazon

博客來

Persuasion Knowledge as a Continuum: Understanding Engagement in Livestream Commerce Between China and the U.S /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Persuasion Knowledge as a Continuum: Understanding Engagement in Livestream Commerce Between China and the U.S // Bryce Whitwam.
Author:	Whitwam, Bryce,
Description:	1 electronic resource (220 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 86-12, Section: B.
Contained By:	Dissertations Abstracts International86-12B.
Subject:	Home economics. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31936142
ISBN:	9798280794108

Persuasion Knowledge as a Continuum: Understanding Engagement in Livestream Commerce Between China and the U.S /
Whitwam, Bryce,

Persuasion Knowledge as a Continuum: Understanding Engagement in Livestream Commerce Between China and the U.S /Bryce Whitwam. - 1 electronic resource (220 pages)

Source: Dissertations Abstracts International, Volume: 86-12, Section: B.

Livestream shopping on social media platforms represents a merging of real-time social interaction and e-commerce. This dissertation examines the divergent engagement levels of Chinese and American consumers in livestream commerce by integrating the Persuasion Knowledge Model (PKM) and the Heuristic-Systematic Model (HSM) to explain differences in trust formation and purchase behaviors. While cultural convergence theory suggests increasing similarities in digital commerce behaviors across markets, findings reveal that persuasion knowledge development, shaped by exposure to commercial persuasion attempts, creates distinct information-processing patterns that persist despite technological convergence. Through a mixed-method comparative study, this research demonstrates that Chinese consumers in a mature livestream market rely more on heuristic cues such as co-viewer involvement and product trust. In contrast, American consumers in an emerging livestream market continue to engage in dual processing with a heavier reliance on influencer credibility. These findings challenge traditional cultural explanations and propose a persuasion knowledge continuum that accounts for the shifting role of systematic processing in trust formation. By identifying key mechanisms influencing livestream shopping adoption across markets, this study contributes to the theoretical discourse on digital commerce while offering actionable insights for brands and platforms seeking to optimize their livestream strategies across technologically converging yet behaviorally distinct consumer landscapes.

English

ISBN: 9798280794108Subjects--Topical Terms:

551902
Home economics.
Subjects--Index Terms:

Co-viewer involvement

Persuasion Knowledge as a Continuum: Understanding Engagement in Livestream Commerce Between China and the U.S /
LDR:03182nmm a22004693i 4500 001 2435670
005 20251009122906.5
006 m o d
007 cr|nu||||||||
008 261011s2025 miu||||||m |||||||eng d
020 $a 9798280794108
035 $a (MiAaPQD)AAI31936142
035 $a AAI31936142
040 $a MiAaPQD $b eng $c MiAaPQD $e rda
100 1 $a Whitwam, Bryce, $e author. $3 3826051
245 1 0 $a Persuasion Knowledge as a Continuum: Understanding Engagement in Livestream Commerce Between China and the U.S / $c Bryce Whitwam.
264 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2025
300 $a 1 electronic resource (220 pages)
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
500 $a Source: Dissertations Abstracts International, Volume: 86-12, Section: B.
500 $a Advisors: Jiang, Hua Committee members: Ortiz, Rebecca; Chock, T. Makana; Wang, Qiu; Ma, Yingyi.
502 $b Ph.D. $c Syracuse University $d 2025.
520 $a Livestream shopping on social media platforms represents a merging of real-time social interaction and e-commerce. This dissertation examines the divergent engagement levels of Chinese and American consumers in livestream commerce by integrating the Persuasion Knowledge Model (PKM) and the Heuristic-Systematic Model (HSM) to explain differences in trust formation and purchase behaviors. While cultural convergence theory suggests increasing similarities in digital commerce behaviors across markets, findings reveal that persuasion knowledge development, shaped by exposure to commercial persuasion attempts, creates distinct information-processing patterns that persist despite technological convergence. Through a mixed-method comparative study, this research demonstrates that Chinese consumers in a mature livestream market rely more on heuristic cues such as co-viewer involvement and product trust. In contrast, American consumers in an emerging livestream market continue to engage in dual processing with a heavier reliance on influencer credibility. These findings challenge traditional cultural explanations and propose a persuasion knowledge continuum that accounts for the shifting role of systematic processing in trust formation. By identifying key mechanisms influencing livestream shopping adoption across markets, this study contributes to the theoretical discourse on digital commerce while offering actionable insights for brands and platforms seeking to optimize their livestream strategies across technologically converging yet behaviorally distinct consumer landscapes.
546 $a English
590 $a School code: 0659
650 4 $a Home economics. $3 551902
650 4 $a Social psychology. $3 520219
653 $a Co-viewer involvement
653 $a Comparative livestream shopping
653 $a Heuristic-Systematic Model
653 $a Livestream commerce
653 $a Persuasion Knowledge Model
653 $a Trust transfer
690 $a 0338
690 $a 0505
690 $a 0501
690 $a 0451
690 $a 0386
710 2 $a Syracuse University. $b Mass Communications. $e degree granting institution. $3 3817552
720 1 $a Jiang, Hua $e degree supervisor.
773 0 $t Dissertations Abstracts International $g 86-12B.
790 $a 0659
791 $a Ph.D.
792 $a 2025
856 4 0 $u https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31936142