Live Streaming E-commerce : The Impact of the Intensity, Duration, and Phases of Peak Interaction on Sales Performance

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 publicationThe 14th China Summer Workshop on Information Management (CISWIM)
Number of pages6
Publication statusPublished - Jun 2021

Conference

Title14th China Summer Workshop on Information Management (CSWIM 2021)
LocationOnline
Period26 - 28 June 2021

Link(s)

Check@CityULib
Permanent Link https://scholars.cityu.edu.hk/en/publications/publication(c54170eb-2265-434a-9910-a4caca424451).html

Abstract

In today’s emerging and competitive live streaming e-commerce, streamers must continually work to improve their sales performance. Past research has highlighted the performance impact of live interaction, treating its effects as enduring based on general or average levels. Live interaction in some moments is more salient than that in others, however. Building on gestalt characteristics and event system theories, this study takes a short-term momentary perspective to examine the intensity and duration of peak interaction during product display and non-product display phases of a live streaming video. Using moving window and computer vision techniques, these variables are extracted from videos data obtained on the Taobao Live platform. Their effects are then empirically quantified with econometric model estimations.

Research Area(s)

  • Live streaming e-commerce, Peak interaction, Duration, Phases, Sales performance

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Publication fingerprints text

100
Live Streaming Computer Science
100
Computervision Engineering
100
Moving Window Engineering
100
Video Streaming Engineering
100
Commerce Economics, Econometrics a...
100
Econometric Model Economics, Econometrics a...
33
Performance Impact Computer Science
33
Streaming Video Computer Science
33
Computer Vision Computer Science
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Citation Format(s)

[ RIS ] [ BibTeX ]
Live Streaming E-commerce: The Impact of the Intensity, Duration, and Phases of Peak Interaction on Sales Performance. / Wang, Yunhui; Liu, Junming; Fang, Yulin.
The 14th China Summer Workshop on Information Management (CISWIM). 2021.

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