Browsing by Department "Southwest Jiaotong University"

Now showing 1 - 5 of 5
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    Can social interaction-oriented content trigger viewers' purchasing and gift-giving behaviors? Evidence from live-streaming commerce
    (Emerald, 2023-03) Yang, Qiang; Huo, Jiale; Li, Hongxiu; Xi, Yue; Liu, Yong; Southwest Jiaotong University; Tampere University; Department of Information and Service Management
    Purpose This study investigates how social interaction-oriented content in broadcasters' live speech affects broadcast viewers' purchasing and gift-giving behaviors and how broadcaster popularity moderates social interaction-oriented content's effect on the two different behaviors in live-streaming commerce. Design/methodology/approach A research model was proposed and empirically tested using a panel data set collected from 537 live streams via Douyin (the Chinese version of TikTok), one of the most popular live broadcast platforms in China. A fixed-effects negative binomial regression model was used to examine the proposed research model. Findings This study's results show that social interaction-oriented content in broadcasters' live speech has an inverted U-shaped relationship with broadcast viewers' purchasing behavior and shares a positive linear relationship with viewers' gift-giving behavior. Furthermore, broadcaster popularity significantly moderates the effect of social interaction-oriented content on viewers' purchasing and gift-giving behaviors. Originality/value This research enriches the literature on live-streaming commerce by investigating how social interaction-oriented content in broadcasters' live speech affects broadcast viewers' product-purchasing and gift-giving behaviors from the perspective of broadcast viewers' attention. Moreover, this study provides some practical guidelines for developing live speech content in the live-streaming commerce context.
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    Disentangling the impact of temperature on consumers' attitudes toward nostalgic advertising
    (Blackwell Science, 2023-01) Yang, Qiang; Lin, Yanqing; Li, Hongxiu; Huo, Jiale; Tampere University; Department of Information and Service Management; Southwest Jiaotong University
    Although the effect of temperature on consumers is ubiquitous, little is known about how temperature affects consumers' attitudes toward nostalgic advertising. Drawing on embodied cognition theory, this study explores the effect of temperature on consumers' attitudes toward nostalgic advertising through the mediator of the affective system. Based on two experiments involving personal and historical nostalgic advertising, our results show that when exposed to comfortable temperature, consumers follow the "assimilative effect" of temperature; warm temperatures trigger more positive attitudes toward nostalgic advertising when compared with cool temperatures. However, when exposed to uncomfortable temperatures, consumers follow the "complementary effect" of temperatures; cold temperatures lead to more positive attitudes toward nostalgic advertising than hot temperatures. Furthermore, the affective system plays a mediating role between temperature and consumers' attitudes toward nostalgic advertising. This study contributes to the literature on temperature in marketing and provides a practical guide for companies to implement nostalgic advertising strategies.
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    Linear Coded Caching Scheme for Centralized Networks
    (IEEE-INST ELECTRICAL ELECTRONICS ENGINEERS INC, 2021-03) Cheng, Minquan; Li, Jie; Tang, Xiaohu; Wei, Ruizhong; Yunnan Normal University; Department of Mathematics and Systems Analysis; Southwest Jiaotong University; Lakehead University
    Coded caching systems have been widely studied to reduce the data transmission during the peak traffic time. In practice, two important parameters of a coded caching system should be considered, i.e., the transmission rate which is the maximum amount of the data transmission during the peak traffic time, and the subpacketization level, the number of divided packets of each file when we implement a coded caching scheme. Although there exists a tradeoff between transmission rate and subpacketization, we prefer to design a scheme with transmission rate and subpacketization as small as possible since they reflect the transmission efficiency and complexity of the caching scheme, respectively. In this paper, we first characterize a coded caching scheme from the viewpoint of linear algebra and show that designing a linear coded caching scheme is equivalent to constructing three classes of matrices satisfying some rank conditions. Then based on the invariant subspaces in linear algebra and combinatorial design theory, a new class of coded caching schemes over F2 is obtained by constructing these three classes of matrices. It turns out that the transmission rate of our new scheme is the same as the scheme construct by Yan et al. (IEEE Trans. Inf. Theory 63, 5821-5833, 2017), but the subpacketization is significantly reduced. Finally by means of these matrices, we show that the minimum storage regenerating codes can also be used to construct coded caching schemes.
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    Study on applicability of end corrections of extended inlet and outlet of expansion chamber hydraulic noise suppressor
    (Vibromechanika, 2019-11-15) Yang, Fan; Pietola, Matti; Deng, Bin; Southwest Jiaotong University; Department of Mechanical Engineering
    At present, a study on the end corrections of extended inlets and outlets of expansion chamber gas mufflers is relatively mature. However, such a research for an expansion chamber hydraulic suppressor has not been made yet. A coaxial and a non-coaxial expansion chamber configurations were introduced into hydraulic systems in this paper, and one-dimensional (1D) analytical approach was used to construct mathematical models of these structures and to verify it by experiments. After that, combined with the finite element method (FEM), researches on whether end corrections of the structures are applicable or not were studied.
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    Systematic Construction of MDS Codes with Small Sub-packetization Level and Near Optimal Repair Bandwidth
    (2019-07-01) Li, Jie; Tang, Xiaohu; Department of Mathematics and Systems Analysis; Southwest Jiaotong University
    In the literature, all the known high-rate MDS codes with the optimal repair bandwidth possess a significantly large sub-packetization level, which may prevent the codes to be implemented in practical systems. To build MDS codes with small sub-packetization level, existing constructions and theoretical bounds imply that one may sacrifice the optimality of the repair bandwidth. Partly motivated by the work of Tamo et al. (IEEE Trans. Inform. Theory, 59(3), 1597-1616, 2013), in this paper, we present a powerful transformation that can greatly reduce the sub-packetization level of any MDS codes with respect to the same code length n. As applications of the transformation, four high-rate MDS codes having both small sub-packetization level and near optimal repair bandwidth can be obtained, where two of them are also explicit and the required field sizes are comparable to the code length n.