Please use this identifier to cite or link to this item: http://hdl.handle.net/10125/59887

Everyone Can Be a Star: Quantifying Grassroots Online Sellers’ Live Streaming Effects on Product Sales

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Title:Everyone Can Be a Star: Quantifying Grassroots Online Sellers’ Live Streaming Effects on Product Sales
Authors:Chen, Cheng
Hu, Yuheng
Lu, Yingda
Hong, Yili
Keywords:Crowd-based Platforms
Internet and the Digital Economy
difference-in-difference,e-commerce,live streaming,social commerce,social media
Date Issued:08 Jan 2019
Abstract:Live streaming is becoming prevalent and its rapid rise also makes it an attractive scientific research subject. Despite recent research focuses on understanding the motivations and behavior of people engaging live streaming, we know little about how the adoption of live streaming strategy for e-commerce on product sales. In this paper, we establish a causal relationship between adopting live streaming strategy for e-commerce and online product sales. Our results indicate that there is a 21.8% increase in online sales volume after adopting live streaming strategy. Furthermore, we find live streaming strategy is more efficient for the sellers who mainly sell experience goods--they have 27.9% more than those whose products are mainly search goods. This work is the first quantitative study, to our knowledge, on how the adoption of live streaming strategy on online product sales.
Pages/Duration:6 pages
URI:http://hdl.handle.net/10125/59887
ISBN:978-0-9981331-2-6
DOI:10.24251/HICSS.2019.544
Rights:Attribution-NonCommercial-NoDerivatives 4.0 International
https://creativecommons.org/licenses/by-nc-nd/4.0/
Appears in Collections: Crowd-based Platforms


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