Publication Type

Conference Proceeding Article

Version

publishedVersion

Publication Date

6-2021

Abstract

Despite the rapid development of live streaming, empirical research on the driving factors of e-commerce live streaming sales, still lags. We empirically address this question by utilizing a large and unique data set from a leading e-commerce platform in the world. Our results show that product characteristics, streamer characteristics and consumer engagement are important factors that drive e-commerce live streaming sales. Interestingly, we find that newer products from small brands with lower prices benefit more from the live streaming sales. Experienced streamers who are tied to a single seller and who have more followers perform better. In addition, real-time comments are more effective than shares and likes in live streaming. Our empirical estimation shows that 1% increase in the number of real-time comments is associated with an average of 0.2891% higher sales. Our results provide marketers and streamers with important insights into delivering high-performance live streaming.

Keywords

e-commerce live streaming, social commerce, consumer engagement

Discipline

E-Commerce

Research Areas

Data Science and Engineering

Publication

Proceedings of the 14th China Summer Workshop on Information Management

First Page

225

Last Page

231

City or Country

Online

Additional URL

http://2021.cswimworkshop.org/wp-content/uploads/2021/06/cswim2021_paper_65.pdf

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E-Commerce Commons

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