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.
Wang, Shiyu; Wang, Yunhui; Junming, Liu; and Wang, Yijun, "Fashion in Live Streaming E-Commerce: The Effects of Visceral and Behavioral Design on Product Sales" (2023). PACIS 2023 Proceedings. 205.
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