Abstract
Live streaming e-commerce (LSE) has emerged as a popular third-party service for improving product sales. It persuades consumers through streamers’ storytelling or narratives, which encompass descriptions and depictions of their own product experiences. However, the sales impact of a story or narrative in LSEs has been overlooked in the literature. Extending the narrative transportation theory to the LSE context, we posit that the dual landscapes of narrative—the landscapes of action and the landscape of consciousness—can improve product sales through their influence on consumers’ imagination of story plotline and empathy for streamers’ product experiences. We also propose that the efficacy of the dual landscapes is contingent on streamers’ interaction response to consumer query. By collecting LSE data from the Taobao Live platform, we manually and algorithmically measured these variables and proposed to empirically examine their effects.
| Original language | English |
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| Title of host publication | ICIS 2022 Proceedings |
| Publisher | Association for Information Systems |
| ISBN (Electronic) | 9781958200049 |
| ISBN (Print) | 9781713893615 |
| Publication status | Published - Dec 2022 |
| Event | 43rd International Conference on Information Systems (ICIS 2022): Digitization for the next generation - Bella Center Copenhagen, Copenhagen, Denmark Duration: 9 Dec 2022 → 14 Dec 2022 Conference number: 43 https://icis2022.aisconferences.org/ https://aisel.aisnet.org/icis2022/ |
Publication series
| Name | International Conference on Information Systems, ICIS |
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Conference
| Conference | 43rd International Conference on Information Systems (ICIS 2022) |
|---|---|
| Country/Territory | Denmark |
| City | Copenhagen |
| Period | 9/12/22 → 14/12/22 |
| Internet address |
Bibliographical note
Research Unit(s) information for this publication is provided by the author(s) concerned.Research Keywords
- e-commerce
- Live streaming
- narrative transportation theory