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: 12, 32, 41, 45)32_Refereed conference paper (with host publication)peer-review

View graph of relations

Author(s)

Related Research Unit(s)

Detail(s)

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

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.

Citation Format(s)

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: 12, 32, 41, 45)32_Refereed conference paper (with host publication)peer-review