Livestream Selling: Navigating Conversion-Enhancing, New-Traffic, and Cannibalization Effects

Authors

• Wen He, Hunan University, Changsha 410082, China
• Minhui Hu, Hunan University, Changsha 410082, China
• Liming Liu, Wuhan University of Technology, Wuhan 430070, China
• Shuang Yang, Henan Agricultural University, Zhengzhou 450046, China

Recommended Citation

He, Wen; Hu, Minhui; Liu, Liming; and Yang, Shuang, "Livestream Selling: Navigating Conversion-Enhancing, New-Traffic, and Cannibalization Effects" (2026). WHICEB 2026 Proceedings. 79.
https://aisel.aisnet.org/whiceb2026/79