Paper Type
Short
Paper Number
PACIS2025-1603
Description
Livestream e-commerce is a fast-growing marketplace that leverages live streaming into sales events. While existing research on livestream e-commerce has focused on factors driving purchases, less attention has been given to product returns, which are critical for assessing actual sales performance. Livestream e-commerce differs from traditional e- commerce due to its rich information and interactive nature. This study explores how different components of streamer presentation affect product returns, i.e., product demonstrations, sales-focused interactions, and non-sales-focused interactions. Drawing on the Elaboration Likelihood Model, we suggest that product demonstrations help consumers make thoughtful decisions and thereby reduce returns. However, sales- focused and non-sales-focused interactions might drive impulsive decisions, leading to increasing returns. Moreover, sales-focused interactions can weaken the effect of product demonstrations, while non-sales-focused interactions can enhance it. Our study aims to help understand product returns in livestream e-commerce and provide insights for online retailers and streamers to optimize their presentation strategies.
Recommended Citation
Yao, Xinyan and Feng, Yue Katherine, "Unpacking the Impact of Streamer Presentation on Product Returns in Livestream e-Commerce" (2025). PACIS 2025 Proceedings. 11.
https://aisel.aisnet.org/pacis2025/dig_plat/di/11
Unpacking the Impact of Streamer Presentation on Product Returns in Livestream e-Commerce
Livestream e-commerce is a fast-growing marketplace that leverages live streaming into sales events. While existing research on livestream e-commerce has focused on factors driving purchases, less attention has been given to product returns, which are critical for assessing actual sales performance. Livestream e-commerce differs from traditional e- commerce due to its rich information and interactive nature. This study explores how different components of streamer presentation affect product returns, i.e., product demonstrations, sales-focused interactions, and non-sales-focused interactions. Drawing on the Elaboration Likelihood Model, we suggest that product demonstrations help consumers make thoughtful decisions and thereby reduce returns. However, sales- focused and non-sales-focused interactions might drive impulsive decisions, leading to increasing returns. Moreover, sales-focused interactions can weaken the effect of product demonstrations, while non-sales-focused interactions can enhance it. Our study aims to help understand product returns in livestream e-commerce and provide insights for online retailers and streamers to optimize their presentation strategies.
Comments
Platform