電子商務賣家通過直播與消費者互動外文文獻翻譯中英文最新

1、外文文獻翻譯原文及譯文 外文文獻翻譯原文及譯文標題： 標題：電子商務賣家通過直播與消費者互動外文翻譯文獻出處： 文獻出處：Apiradee Wongkitrungrueng, Nuttapol Assarut. Journal of Business ResearchIn press, corrected proof.1 September 2018譯文字數(shù) 譯文字數(shù)：5000 多字sellers (Priceza Group, 201

2、6). Globally, there is a large number of individual sellers selling via Facebook profiles, Facebook groups, and Facebook marketplaces, and there are more than 65 million small business pages on Facebook (Facebook, 2017).

3、 S-commerce on SNSs has become a low-cost, easy alternative to e-commerce whereby individual sellers can easily set up their own account to sell products, requiring no formal registration or web design skill. Unlike a we

4、ll-established business with sound return policies or quality control, buying from small individual sellers, especially those with no physical store, is thus risky, as customers may not get a product at all, or may get a

5、 fake, poor-condition, or low-quality product. This has resulted in customers having less trust toward individual sellers than toward large established firms (Jarvenpaa, Tractinsky, Lu, Deng, an example is illustrated

6、in Fig. 1). Importantly, live streaming adds value to the SNSs through the existence of broadcasters/streamers (Smith, Obrist, & Wright, 2013). It allows sellers to reveal their faces, offices/homes, and personalitie

7、s (i.e., social presence), and brings the buyer–seller interpersonal interaction and related selling techniques used offline back to the online world. Such livestreaming-enabled social presence and interaction can enhanc

8、e the shopping experience, reduce shoppers' uncertainty, and increase the level of trust they have toward the s-commerce seller (Hajli, 2015).Considering the increasing use of Facebook Live (more than 10 million vide