Everyone can be a star: Quantifying grassroots online sellers' live streaming effects on product sales

Cheng Chen, Yingda Lu, Yuheng Hu, Yili Hong

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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 languageEnglish (US)
Title of host publicationInternational Conference on Information Systems 2018, ICIS 2018
PublisherAssociation for Information Systems
ISBN (Electronic)9780996683173
StatePublished - Jan 1 2018
Event39th International Conference on Information Systems, ICIS 2018 - San Francisco, United States
Duration: Dec 13 2018Dec 16 2018

Publication series

NameInternational Conference on Information Systems 2018, ICIS 2018

Conference

Conference39th International Conference on Information Systems, ICIS 2018
CountryUnited States
CitySan Francisco
Period12/13/1812/16/18

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

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  • Cite this

    Chen, C., Lu, Y., Hu, Y., & Hong, Y. (2018). Everyone can be a star: Quantifying grassroots online sellers' live streaming effects on product sales. In International Conference on Information Systems 2018, ICIS 2018 (International Conference on Information Systems 2018, ICIS 2018). Association for Information Systems.