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: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)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

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

Citation Format(s)

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: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)peer-review