Fashion in Live Streaming E-Commerce : The Effects of Visceral and Behavioral Design on Product Sales

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review

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Detail(s)

Original languageEnglish
Title of host publicationPACIS 2023 Proceedings
PublisherAssociation for Information Systems
Publication statusPublished - Jul 2023

Link(s)

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Permanent Link https://scholars.cityu.edu.hk/en/publications/publication(541f8cb3-842b-4aa5-86ad-c59567f7e787).html

Abstract

Utilizing live streaming technology for product promotion has become an emerging trend in e-commerce. However, in the fashion industry, little is known how about fashion retailers can leverage streamers’ visual and auditory activities in live streaming videos to boost sales performance of fashion products. Drawing on the emotional design model, we empirically investigate how visceral design elements (e.g., background color consistency and background music) and behavioral design elements (e.g., interactive distance and scene description) can influence fashion sales. Using a large and unique product-level dataset from Taobao Live, the largest LSE platform in China, we will employ text analytics and computer vision techniques to extract these design elements from streaming videos. The effects of the proposed design elements on product sales will then be quantified using econometric models.

Research Area(s)

  • Live streaming, e-commerce, fashion, emotional design

Bibliographic Note

Full text of this publication does not contain sufficient affiliation information. Research Unit(s) information for this record is based on his previous affiliation.

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Publication fingerprints text

100
Design Computer Science
100
Live Streaming Computer Science
100
Electronic Commerce Computer Science
100
Product Sales Keyphrases
100
Design Elements Keyphrases
100
Live Streaming Comm... Keyphrases
100
Behavioral Design Keyphrases
100
Visceral Design Keyphrases
100
design INIS
100
commerce INIS
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Citation Format(s)

[ RIS ] [ BibTeX ]
Fashion in Live Streaming E-Commerce: The Effects of Visceral and Behavioral Design on Product Sales. / Wang, Shiyu; Wang, Yunhui; Liu, Junming et al.
PACIS 2023 Proceedings. Association for Information Systems, 2023. 205.

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review