General IS Topics
Loading...
Paper Number
1542
Paper Type
short
Description
Leveraging video-based real-time interactions, e-commerce live streaming (ELS) has served as a powerful selling tool for online retailers and influencers. Particularly, broadcasters as sales representatives can adopt multiple selling strategies to influence consumers’ buying behaviors in ELS. However, limited research has explored how ELS selling strategies affect the sales outcome. Drawing on the retailing and personal selling literatures, this paper hence focuses on two critical ELS selling tactics, visual merchandising and selling orientations, and relates them to product sales in ELS. By collecting a large-scale product-level sales and video dataset from Taobao Live, we algorithmically measure a set of selling strategies and empirically quantify their effects with a multilevel mixed model. Our preliminary results show significant relationships between ELS visual merchandising and selling orientations with product sales. Moreover, we find a moderating role of broadcaster types on such sales outcome effects.
Recommended Citation
Guo, Yutong; Goh, Khim Yong; Zhang, Ying; Liu, Xiao; and Gao, Bo, "Visual Merchandising and Selling Orientations in E-commerce Live Streaming: Evidence from Taobao Live" (2021). ICIS 2021 Proceedings. 5.
https://aisel.aisnet.org/icis2021/gen_topics/gen_topics/5
Visual Merchandising and Selling Orientations in E-commerce Live Streaming: Evidence from Taobao Live
Leveraging video-based real-time interactions, e-commerce live streaming (ELS) has served as a powerful selling tool for online retailers and influencers. Particularly, broadcasters as sales representatives can adopt multiple selling strategies to influence consumers’ buying behaviors in ELS. However, limited research has explored how ELS selling strategies affect the sales outcome. Drawing on the retailing and personal selling literatures, this paper hence focuses on two critical ELS selling tactics, visual merchandising and selling orientations, and relates them to product sales in ELS. By collecting a large-scale product-level sales and video dataset from Taobao Live, we algorithmically measure a set of selling strategies and empirically quantify their effects with a multilevel mixed model. Our preliminary results show significant relationships between ELS visual merchandising and selling orientations with product sales. Moreover, we find a moderating role of broadcaster types on such sales outcome effects.
When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.
Comments
03-General