Live streaming becomes an important channel helping organizations and individual sellers boost their sales. Our research takes an integrated perspective and examines the simultaneous influences of streamers-, consumers-, and products-related factors on sales volume in live commerce. We apply multiple linear regression to analyze a panel data set collected from Taobao live in Double 11, 2020, which contained 34,925 product sales records. We find that streamers’ social capital, consumers’ engagement, and products’ live demonstration all significantly contribute to product sales volume. In addition, product heterogeneity matters in live commerce such that the effects of streamers’ social capital and products’ live demonstration on sales volume work only for experience products (not for search products) and for the products with less popular brands (not for the products with popular brands). Our research offers comprehensive insights for both researchers and practitioners on how to grow business in live commerce.


Paper Number 1156; Track E-Business; Complete Paper



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