An Empirical Study on the Influencing Factors of E-Commerce Live Streaming

Su, Xiaoqian

doi:10.1109/icemme49371.2019.00103

Cited by 29 publications

(21 citation statements)

References 4 publications

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“…Since E-commerce gradually replaced traditional physical stores nowadays, the boom of live-streaming shifts the methods merchants used to promote their products and influences consumers' purchasing intentions in recent China. An empirical study that focuses on the influencing factors of e-commerce live streaming conducted by Su takes Taobao as an example, bringing up the concept of the "Live streaming + Ecommerce" model [1]. It uses LP commercial broadcast models to analyze live streaming from five aspects: perceived ease of use, perceived usefulness, perceived fun, social presence, and "immersive" experiences to demonstrate the reason why live broadcasting ecommerce is so popular and successful.…”

Section: Literature Reviewmentioning

confidence: 99%

“…It uses LP commercial broadcast models to analyze live streaming from five aspects: perceived ease of use, perceived usefulness, perceived fun, social presence, and "immersive" experiences to demonstrate the reason why live broadcasting ecommerce is so popular and successful. Moreover, the merchants understand what advantages they could take on from the live-streaming to strengthen marketing stimulation based on these five aspects, such as enhancing the perception of interest to achieve the goal of drainage, and a sense of social existence to affect users' reusing behavior [1]. Sun et al use survey methods to demonstrate the implications of IT affordance for social commerce, which discusses how visibility affordance, metavoicing affordance, and guidance shopping affordance significantly impact customer purchase intention through live-streaming engagement, which provides the basic ideas to understand the unique features of live-streaming and use empirical evidence to show how live-streaming connects to consumers [2].…”

Section: Literature Reviewmentioning

confidence: 99%

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How Live-streaming Has Been Utilized to Function on the Market of E-commerce in Recent China

Zhu¹

2021

Proceedings of the 2021 International Conference on Public Relations and Social Sciences (ICPRSS 2021)

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Nowadays, the lives-streaming function pervades people's life gradually. This paper mainly discusses how livestreaming could take advantage of its specialities on e-commerce platforms. Based on research and the interviews analysis, this study shows how the marketers utilize this function as a marketing strategy to stimulate consumers' purchasing intention in three different aspects: the concept of ecommerce + live-streaming, pushed live-streaming option to target consumers, and the emotional connection between streamers and consumers.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

How Live-streaming Has Been Utilized to Function on the Market of E-commerce in Recent China

Zhu¹

2021

Proceedings of the 2021 International Conference on Public Relations and Social Sciences (ICPRSS 2021)

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“…Livestream e-commerce or livestream shopping has attracted researchers' attention in recent years. Some works have focused on viewers' (buyers) motivations: why they watch livestreams and buy products in it [10,11,52,73,81]. By analyzing self-reported data, scholars found that utilitarian and hedonic values were two main values that motivated customers to shop in livestream.…”

Section: Livestreaming As An Emerging Online Shopping Platformmentioning

confidence: 99%

“…More and more malicious selling incidents have been reported by media press articles [5,19,43]. Recent studies have investigated the motivations of livestream viewers' purchasing behavior and of streamers' selling behavior [10,11,52,73,81], but the dark side of livestream shopping -malicious selling strategies of streamers, and platform designs that mediate these strategies -is underexplored.…”

Section: Introductionmentioning

confidence: 99%

Malicious Selling Strategies in Livestream Shopping: A Case Study of Alibaba's Taobao and ByteDance's Douyin

Wu¹,

Sang²,

Wang³

et al. 2021

Preprint

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Livestream shopping is getting more and more popular as a new shopping form. Also, due to the COVID-19 pandemic, people have shifted to online shopping platforms. However, the broader user adoption comes with a cost -many streamers' malicious selling incidents have recently been reported. In this study, we aim to explore streamers' malicious selling strategies and how viewers may perceive these strategies. First, we collected 40 livestream shopping sessions from two popular livestream platforms in China -Taobao and Douyin (TikTok of Chinese version). We identified three categories of malicious selling strategies (i.e., Compulsive, Restrictive, and Designing) and found platform designs mostly enhanced these malicious selling strategies. Second, through an interview study with 13 end users, we provide a rich description of users' awareness of malicious selling strategies and challenges to counter malicious selling. We conclude the paper by discussing the policy and design implications to counter malicious selling.CCS Concepts: • Human-centered computing → Empirical studies in HCI.

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“…Since livestream sales is an innovative application of social media on e-commerce platforms that has emerged in recent years, relevant research is limited. At present, the existing literatures mainly focus on the motivation and purchasing tendency of watching livestream sales from the perspective of consumers (Hsu, 2019;Su, 2019;Chen et al, 2020). However, research on business model of livestream sales is limited, which needs to be discussed.…”

Section: Introductionmentioning

confidence: 99%

What Makes China Prosperous During Covid-19: Explore the Connection of Key Players in Livestream Sales

2022

JMDC

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Livestream sales is an innovative application of social media in business. Under the Covid-19 pandemic, physical stores have been greatly affected, but livestream sales, as a new form combining social media and e-commerce, has become a breakthrough for the retail industry. Livestream sales, emerged in recent years, is still at a stage that needs further research. This paper analyzes the functions of main participants in livestream sales and the connection between them and then proposes a business model. In particular, the main components of livestream sales are summarized as 3Ps --People, Product and Place. People refers to those who conduct the livestream sales, which include key opinion leaders (KOLs), celebrities, founders/CEOs and government officials. Regarding product, this paper analyses different type of product suppliers. Place refers to the livestream sales channel, mainly divided into e-commerce and social platform. Suggestions for the better application of livestream sales will be presented, which can provide implications for retailers who want to apply livestream sales in their business.

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An Empirical Study on the Influencing Factors of E-Commerce Live Streaming

Cited by 29 publications

References 4 publications

How Live-streaming Has Been Utilized to Function on the Market of E-commerce in Recent China

How Live-streaming Has Been Utilized to Function on the Market of E-commerce in Recent China

Malicious Selling Strategies in Livestream Shopping: A Case Study of Alibaba's Taobao and ByteDance's Douyin

What Makes China Prosperous During Covid-19: Explore the Connection of Key Players in Livestream Sales

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