The Sales Impact of Storytelling in Live Streaming E-Commerce

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

View graph of relations

Related Research Unit(s)

Detail(s)

Original languageEnglish
Title of host publicationICIS 2022 Proceedings
PublisherAssociation for Information Systems
ISBN (electronic)9781958200049
ISBN (print)9781713893615
Publication statusPublished - Dec 2022

Publication series

NameInternational Conference on Information Systems, ICIS

Conference

Title43rd International Conference on Information Systems (ICIS 2022)
LocationBella Center Copenhagen
PlaceDenmark
CityCopenhagen
Period9 - 14 December 2022

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.

Research Area(s)

  • e-commerce, Live streaming, narrative transportation theory

Bibliographic Note

Research Unit(s) information for this publication is provided by the author(s) concerned.

Citation Format(s)

The Sales Impact of Storytelling in Live Streaming E-Commerce. / Wang, Yunhui; Liu, Junming; Fang, Yulin.
ICIS 2022 Proceedings. Association for Information Systems, 2022. (International Conference on Information Systems, ICIS).

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