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Journal of Library and Information Science in Agriculture ›› 2023, Vol. 35 ›› Issue (2): 61-76.doi: 10.13998/j.cnki.issn1002-1248.23-0086

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Improving the Effect of Digital Live Broadcasting Activities Based on Configuration Analysis

PAN Yigai1, TANG Anyi1, HUANG Liying1, ZHAO Youlin2,3, GU Chenya3   

  1. 1. Guangxi China Tobacco Industry Co., Ltd., Nanning 530001;
    2. School of Information Management, Nanjing University, Nanjing 210023;
    3. Business School of Hohai University, Nanjing 211100
  • Received:2023-01-09 Published:2023-04-28

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Abstract: [Purpose/Significance] Digital live streaming is an important way for enterprises to carry out online activities. Incorporating clear set qualitative comparative analysis into the research on improving the effectiveness of enterprise digital live streaming activities is an innovation in the application of configuration analysis methods and a new breakthrough in the field of improving activity effectiveness. By identifying elements or combinations of elements that can create greater value for enterprise digital live streaming activities, and adopting various ways to enhance these element combinations, the goal of improving the effectiveness of enterprise digital live streaming activities can be achieved, which has innovative guiding significance for enterprise development. [Method/Process] Based on the consideration of sample homogeneity, the background data of the digital live streaming activity of Guangxi Zhongyan Industry Co., Ltd. was used as the data source. Four influencing factors related to the digital live streaming activity were selected as conditional variables using literature induction and problem oriented methods, and some conditional variables were assigned values using linear discriminant dimensionality reduction. At the same time, the activity effect was used as the outcome variable, configuration analysis was conducted on digital live streaming activities in the tobacco industry through clear set qualitative comparative analysis, and combined with SOR model and the 4I theory, a configuration path for improving the effectiveness was generated. [Conclusions/Results] Research has found that a single factor does not constitute a necessary condition for improving the effectiveness of digital live streaming activities. There are two configuration paths: game assisted and topic supported, which can improve the effectiveness of digital live streaming activities. The mechanism of action can be summarized as follows: rich topic types are conducive to meeting users' curiosity psychology, topic popularity and game quantity can ensure users' participation in live streaming, and user interaction work is the basic guarantee for improving user retention. Meanwhile, these two paths can be applied to different forms of digital live streaming, and enterprises should choose according to their own needs and refine the paths in practice. In addition, although this article explores the key paths to improve the effectiveness of digital live streaming activities, due to limitations in research samples and industry fields, it has not fully revealed the various factors that affect the effectiveness of digital live streaming, and there is a certain degree of subjectivity in the criteria for assigning variables. Therefore, further revisions and improvements are needed in future research.

Key words: clear set qualitative comparative analysis, digital live broadcasting, configuration path, linear discriminant dimensionality reduction, effect improvement

CLC Number: 

  • G250
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