Paper Number

1541

Paper Type

Complete

Description

Live-streaming has emerged as a popular direct selling channel to foster synchronous interaction between streamers and consumers, with the avatar streamer largely underexplored. Using the data from a fashion retailer, we adopt the Generalized Synthetic Control (GSC) method to examine the effect of gamified and human live-streaming on product sales and return rate. We find that (1) the gamified live-streaming reduces product sales and the return rate simultaneously; (2) human live-streaming boosts product sales but increases the return rate, and (3) the dual-type live-streaming can increase product sales and decrease return rates. Furthermore, we proposed that the reason for the differentiated effects between gamified and human live-streaming could be driven by the impulse-buying behavior of viewers only in human live-streaming. Our findings contribute to the growing literature on the business value of AI technology and gamification in live-streaming and shed light on practical decisions made by online retailers.

Comments

21-Digital

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Dec 12th, 12:00 AM

Gamified Live-streaming: Is Avatar Better than Human Being?

Live-streaming has emerged as a popular direct selling channel to foster synchronous interaction between streamers and consumers, with the avatar streamer largely underexplored. Using the data from a fashion retailer, we adopt the Generalized Synthetic Control (GSC) method to examine the effect of gamified and human live-streaming on product sales and return rate. We find that (1) the gamified live-streaming reduces product sales and the return rate simultaneously; (2) human live-streaming boosts product sales but increases the return rate, and (3) the dual-type live-streaming can increase product sales and decrease return rates. Furthermore, we proposed that the reason for the differentiated effects between gamified and human live-streaming could be driven by the impulse-buying behavior of viewers only in human live-streaming. Our findings contribute to the growing literature on the business value of AI technology and gamification in live-streaming and shed light on practical decisions made by online retailers.

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