Abstract
With the rise of live streaming in popular culture, it has begun to attract interest from the research community. Despite recent research focusing on understanding the behaviors of people engaging live streaming and motivations behind them, we know little about how live streaming affects commercial aspects of modern life. In this paper, we employ two matching methods with difference-in-difference (DID) approach to establish a causal relationship between the adoption of live streaming strategy by online retailers and online product sales. Both results indicate that adopting live streaming strategy significantly boosts online product sales. This work is the first empirical study, to the best of our knowledge, that quantifies the effect of adopting live streaming strategy on online sales.
| Original language | English (US) |
|---|---|
| Title of host publication | International Conference on Information Systems 2018, ICIS 2018 |
| Publisher | Association for Information Systems |
| ISBN (Electronic) | 9780996683173 |
| State | Published - Jan 1 2018 |
| Event | 39th International Conference on Information Systems, ICIS 2018 - San Francisco, United States Duration: Dec 13 2018 → Dec 16 2018 |
Publication series
| Name | International Conference on Information Systems 2018, ICIS 2018 |
|---|
Conference
| Conference | 39th International Conference on Information Systems, ICIS 2018 |
|---|---|
| Country | United States |
| City | San Francisco |
| Period | 12/13/18 → 12/16/18 |
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Keywords
- Difference-in-difference
- E-commerce
- Live streaming
- Social media
ASJC Scopus subject areas
- Computer Science Applications
- Statistics, Probability and Uncertainty
- Library and Information Sciences
- Applied Mathematics
Cite this
Everyone can be a star : Quantifying grassroots online sellers' live streaming effects on product sales. / Chen, Cheng; Lu, Yingda; Hu, Yuheng; Hong, Yili.
International Conference on Information Systems 2018, ICIS 2018. Association for Information Systems, 2018. (International Conference on Information Systems 2018, ICIS 2018).Research output: Chapter in Book/Report/Conference proceeding › Conference contribution
}
TY - GEN
T1 - Everyone can be a star
T2 - Quantifying grassroots online sellers' live streaming effects on product sales
AU - Chen, Cheng
AU - Lu, Yingda
AU - Hu, Yuheng
AU - Hong, Yili
PY - 2018/1/1
Y1 - 2018/1/1
N2 - With the rise of live streaming in popular culture, it has begun to attract interest from the research community. Despite recent research focusing on understanding the behaviors of people engaging live streaming and motivations behind them, we know little about how live streaming affects commercial aspects of modern life. In this paper, we employ two matching methods with difference-in-difference (DID) approach to establish a causal relationship between the adoption of live streaming strategy by online retailers and online product sales. Both results indicate that adopting live streaming strategy significantly boosts online product sales. This work is the first empirical study, to the best of our knowledge, that quantifies the effect of adopting live streaming strategy on online sales.
AB - With the rise of live streaming in popular culture, it has begun to attract interest from the research community. Despite recent research focusing on understanding the behaviors of people engaging live streaming and motivations behind them, we know little about how live streaming affects commercial aspects of modern life. In this paper, we employ two matching methods with difference-in-difference (DID) approach to establish a causal relationship between the adoption of live streaming strategy by online retailers and online product sales. Both results indicate that adopting live streaming strategy significantly boosts online product sales. This work is the first empirical study, to the best of our knowledge, that quantifies the effect of adopting live streaming strategy on online sales.
KW - Difference-in-difference
KW - E-commerce
KW - Live streaming
KW - Social media
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M3 - Conference contribution
AN - SCOPUS:85062530095
T3 - International Conference on Information Systems 2018, ICIS 2018
BT - International Conference on Information Systems 2018, ICIS 2018
PB - Association for Information Systems
ER -