Utilizing live streaming technology for product promotion has become an emerging trend in e-commerce. However, in the fashion industry, little is known how about fashion retailers can leverage streamers’ visual and auditory activities in live streaming videos to boost sales performance of fashion products. Drawing on the emotional design model, we empirically investigate how visceral design elements (e.g., background color consistency and background music) and behavioral design elements (e.g., interactive distance and scene description) can influence fashion sales. Using a large and unique product-level dataset from Taobao Live, the largest LSE platform in China, we will employ text analytics and computer vision techniques to extract these design elements from streaming videos. The effects of the proposed design elements on product sales will then be quantified using econometric models.


Paper Number 1783; Track E-Business; Short Paper



When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.