Navigating Product Diversification in Live Streaming E-commerce: Evidence from Douyin Platform

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dc.contributor.authorHu, Jingyun
dc.contributor.authorGao, Yi
dc.contributor.authorZhao, Keran
dc.date.accessioned2024-12-26T21:07:37Z
dc.date.available2024-12-26T21:07:37Z
dc.date.issued2025-01-07
dc.description.abstractThe past decade has witnessed the growing prevalence of live streaming selling (LSS). As streamers serve as a proxy between manufacturers and consumers, product assortment management has been a critical strategic factor for their success. Relying on data collected from Douyin, a prominent Chinese LSS platform, this study aims to investigate the impact of diversification on LSS performance through the lens of adding new categories in live streaming sessions. The results in this study show that product category diversification, in general, has a significant positive effect on sales during live streaming events. However, this effect is alleviated by the semantic similarity between the newly introduced and existing categories. In addition, we find that product diversification has a negative impact on the sales of incumbent categories. This study contributes to the literature on product assortment by providing insights into the role of product diversification in the context of real-time selling. We also discuss the managerial implications for the platform and streamers.
dc.format.extent10
dc.identifier.doi10.24251/HICSS.2025.467
dc.identifier.isbn978-0-9981331-8-8
dc.identifier.other822354a0-a580-489b-9fd4-e8d9b3f227fe
dc.identifier.urihttps://hdl.handle.net/10125/109311
dc.relation.ispartofProceedings of the 58th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectCrowd-based Platforms
dc.subjectcategories interrelationship, live streaming, new business models, product diversification
dc.titleNavigating Product Diversification in Live Streaming E-commerce: Evidence from Douyin Platform
dc.typeConference Paper
dc.type.dcmiText
prism.startingpage3884

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