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Paper Type
ERF
Description
Live streaming commerce has gained considerable traction in recent years, which transforms the traditional online shopping experience by enabling real-time interactions between streamers and customers with the leverage of live streaming technology. While existing studies have suggested that live streaming selling could enhance sales by increasing customers’ purchase intentions, scant research has confirmed this effect with large-scale empirical sales data. Additionally, extant literature failed to distinguish between the immediate and long-term impact of live steaming on product sales. Based on the data collected from Amazon Live and Amazon.com, this study examines the immediate and long-term influence of live streaming on product sales. By using discontinuous growth modeling, the preliminary results show that product sales will increase immediately after live streaming selling, but will have a declining trend in a long run, strongly supporting our hypotheses. These findings can provide significant theoretical and practical implications for live streaming commerce operation.
Paper Number
1677
Recommended Citation
ZHENG, Shiying; Sindihebura, Tanguy Tresor; Pu, Xiaodie; Li, Boying; and Chong, Alain, "Immediate and Long-term Effects of Live Streaming Selling on Product Sales" (2023). AMCIS 2023 Proceedings. 16.
https://aisel.aisnet.org/amcis2023/social_comput/social_comput/16
Immediate and Long-term Effects of Live Streaming Selling on Product Sales
Live streaming commerce has gained considerable traction in recent years, which transforms the traditional online shopping experience by enabling real-time interactions between streamers and customers with the leverage of live streaming technology. While existing studies have suggested that live streaming selling could enhance sales by increasing customers’ purchase intentions, scant research has confirmed this effect with large-scale empirical sales data. Additionally, extant literature failed to distinguish between the immediate and long-term impact of live steaming on product sales. Based on the data collected from Amazon Live and Amazon.com, this study examines the immediate and long-term influence of live streaming on product sales. By using discontinuous growth modeling, the preliminary results show that product sales will increase immediately after live streaming selling, but will have a declining trend in a long run, strongly supporting our hypotheses. These findings can provide significant theoretical and practical implications for live streaming commerce operation.
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