TY - GEN
T1 - Immediate and Long-term Effects of Live Streaming Selling on Product Sales
AU - Zheng, Shiying
AU - Sindihebura, Tanguy Tresor
AU - Pu, Jenny
AU - Li, Boying
AU - Chong, Alain
N1 - Publisher Copyright:
© 2023 29th Annual Americas Conference on Information Systems, AMCIS 2023. All rights reserved.
PY - 2023
Y1 - 2023
N2 - Live streaming commerce has gained considerable traction in recent years, which transforms the traditional online shopping experience by enabling real-time interactions between streamers and customers with the leverage of live streaming technology. While existing studies have suggested that live streaming selling could enhance sales by increasing customers’ purchase intentions, scant research has confirmed this effect with large-scale empirical sales data. Additionally, extant literature failed to distinguish between the immediate and long-term impact of live steaming on product sales. Based on the data collected from Amazon Live and Amazon.com, this study examines the immediate and long-term influence of live streaming on product sales. By using discontinuous growth modeling, the preliminary results show that product sales will increase immediately after live streaming selling, but will have a declining trend in a long run, strongly supporting our hypotheses. These findings can provide significant theoretical and practical implications for live streaming commerce operation.
AB - Live streaming commerce has gained considerable traction in recent years, which transforms the traditional online shopping experience by enabling real-time interactions between streamers and customers with the leverage of live streaming technology. While existing studies have suggested that live streaming selling could enhance sales by increasing customers’ purchase intentions, scant research has confirmed this effect with large-scale empirical sales data. Additionally, extant literature failed to distinguish between the immediate and long-term impact of live steaming on product sales. Based on the data collected from Amazon Live and Amazon.com, this study examines the immediate and long-term influence of live streaming on product sales. By using discontinuous growth modeling, the preliminary results show that product sales will increase immediately after live streaming selling, but will have a declining trend in a long run, strongly supporting our hypotheses. These findings can provide significant theoretical and practical implications for live streaming commerce operation.
KW - discontinuous growth modelling
KW - live streaming
KW - online retailing
KW - product sales
UR - http://www.scopus.com/inward/record.url?scp=85192868116&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:85192868116
T3 - 29th Annual Americas Conference on Information Systems, AMCIS 2023
BT - 29th Annual Americas Conference on Information Systems, AMCIS 2023
PB - Association for Information Systems
T2 - 29th Annual Americas Conference on Information Systems: Diving into Uncharted Waters, AMCIS 2023
Y2 - 10 August 2023 through 12 August 2023
ER -