The commercial value of live-streaming e-commerce is enormous. It is no longer sufficient to focus on individual elements that create value. It is urgent to explore more meaningful combinations of factors to improve sales performance. Based on previous research on live streaming e-commerce and the fuzzy set qualitative comparative analysis method (fsQCA), this article analyzes the configuration of factors that cause high and low sales of goods through data collected online and summarizes several propositions. This study enriches the relevant theory of live-streaming e-commerce and aims to guide brand enterprises in improving the effectiveness of live-streaming e-commerce and consumers' experience by adjusting product selection and live-streaming strategies.
Chen, Jianhong; Duan, Liezhen; Feng, Yuanyue; and Yang, Congcong, "Configuration analysis of factors influencing the sales performance of live streaming e-commerce based on the fsQCA method" (2023). ICEB 2023 Proceedings (Chiayi, Taiwan). 10.