Data Science and Analytics for Decision Support (SIG DSA)
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Paper Type
Complete
Paper Number
1593
Description
Live streaming selling is a technology-enabled business model that profoundly changed the landscape of e-commerce. However, there is limited understanding of how to help streamers improve their sales performance. This study examines whether and how providing real-time sales information can influence sales performance through a large-scale randomized field experiment in cooperation with Alibaba Group. In the experiment, a streamer is randomly assigned to the treatment group (access to real-time sales information for presale products) or the control group (cannot access real-time sales information for presale products). We find that the sales of presale products in the treatment group increased by 18.6% compared with presale products in the control group. Besides, the observed effect is likely driven by the improvement in sales efficiency and conditions on the popularity of streamers. Our research provides implications for the live streaming platforms on the economic value of data analytics.
Recommended Citation
He, Yumei; Wang, Lingli; Huang, Nina; Hong, Yili; Ding, Jiandong; Sun, Yan; and Liu, Yingyao, "The Sales Data Sells: Effects of Real-Time Sales Analytics on Live Streaming Selling" (2021). AMCIS 2021 Proceedings. 12.
https://aisel.aisnet.org/amcis2021/data_science_decision_support/data_science_decision_support/12
The Sales Data Sells: Effects of Real-Time Sales Analytics on Live Streaming Selling
Live streaming selling is a technology-enabled business model that profoundly changed the landscape of e-commerce. However, there is limited understanding of how to help streamers improve their sales performance. This study examines whether and how providing real-time sales information can influence sales performance through a large-scale randomized field experiment in cooperation with Alibaba Group. In the experiment, a streamer is randomly assigned to the treatment group (access to real-time sales information for presale products) or the control group (cannot access real-time sales information for presale products). We find that the sales of presale products in the treatment group increased by 18.6% compared with presale products in the control group. Besides, the observed effect is likely driven by the improvement in sales efficiency and conditions on the popularity of streamers. Our research provides implications for the live streaming platforms on the economic value of data analytics.
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