What should streamers communicate in livestream E-Commerce? The effects of social Interactions on live streaming performance

Compared with traditional e-commerce, livestreaming e-commerce is characterized by direct and intimate communication between streamers and consumers that stimulates instant social interactions. This study focuses on streamers’ three types of information exchange (i.e., product information, social co...

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Main Authors: SONG, Danyang, CHEN, Xi, GUO, Zhiling, LIU, Xiao Liu, JIN, Ruijin.
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2022
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Online Access:https://ink.library.smu.edu.sg/sis_research/7661
https://ink.library.smu.edu.sg/context/sis_research/article/8664/viewcontent/What_Should_Streamers_Communicate_in_Livestream_E_Commerce__The_E.pdf
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Institution: Singapore Management University
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spelling sg-smu-ink.sis_research-86642023-01-10T03:44:50Z What should streamers communicate in livestream E-Commerce? The effects of social Interactions on live streaming performance SONG, Danyang CHEN, Xi GUO, Zhiling LIU, Xiao Liu JIN, Ruijin. Compared with traditional e-commerce, livestreaming e-commerce is characterized by direct and intimate communication between streamers and consumers that stimulates instant social interactions. This study focuses on streamers’ three types of information exchange (i.e., product information, social conversation, and social solicitation) and examines their roles in driving both short-term and long-term livestreaming performance (i.e., sales and customer base growth). We find that the informational role of product information (nonpromotional and promotional) is beneficial not only to sales performance, but also to the growth of the customer base. We also find that social conversation has a relationship-building effect that positively impacts both sales and customer base growth, whereas social solicitation has both a relationship-building and a relationship-straining effect that positively affects customer base growth but can hurt sales. Furthermore, our results show that streamers’ social interactions with consumers can stimulate consumer engagement in different ways, leading to different effects on livestreaming performance. 2022-12-01T08:00:00Z text application/pdf https://ink.library.smu.edu.sg/sis_research/7661 info:doi/https://aisel.aisnet.org/icis2022/digital_commerce/digital_commerce/11/ https://ink.library.smu.edu.sg/context/sis_research/article/8664/viewcontent/What_Should_Streamers_Communicate_in_Livestream_E_Commerce__The_E.pdf http://creativecommons.org/licenses/by-nc-nd/4.0/ Research Collection School Of Computing and Information Systems eng Institutional Knowledge at Singapore Management University E-commerce livestreaming influencer marketing social conversation socialsolicitation product information consumer engagement Databases and Information Systems E-Commerce
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic E-commerce livestreaming
influencer marketing
social conversation
socialsolicitation
product information
consumer engagement
Databases and Information Systems
E-Commerce
spellingShingle E-commerce livestreaming
influencer marketing
social conversation
socialsolicitation
product information
consumer engagement
Databases and Information Systems
E-Commerce
SONG, Danyang
CHEN, Xi
GUO, Zhiling
LIU, Xiao Liu
JIN, Ruijin.
What should streamers communicate in livestream E-Commerce? The effects of social Interactions on live streaming performance
description Compared with traditional e-commerce, livestreaming e-commerce is characterized by direct and intimate communication between streamers and consumers that stimulates instant social interactions. This study focuses on streamers’ three types of information exchange (i.e., product information, social conversation, and social solicitation) and examines their roles in driving both short-term and long-term livestreaming performance (i.e., sales and customer base growth). We find that the informational role of product information (nonpromotional and promotional) is beneficial not only to sales performance, but also to the growth of the customer base. We also find that social conversation has a relationship-building effect that positively impacts both sales and customer base growth, whereas social solicitation has both a relationship-building and a relationship-straining effect that positively affects customer base growth but can hurt sales. Furthermore, our results show that streamers’ social interactions with consumers can stimulate consumer engagement in different ways, leading to different effects on livestreaming performance.
format text
author SONG, Danyang
CHEN, Xi
GUO, Zhiling
LIU, Xiao Liu
JIN, Ruijin.
author_facet SONG, Danyang
CHEN, Xi
GUO, Zhiling
LIU, Xiao Liu
JIN, Ruijin.
author_sort SONG, Danyang
title What should streamers communicate in livestream E-Commerce? The effects of social Interactions on live streaming performance
title_short What should streamers communicate in livestream E-Commerce? The effects of social Interactions on live streaming performance
title_full What should streamers communicate in livestream E-Commerce? The effects of social Interactions on live streaming performance
title_fullStr What should streamers communicate in livestream E-Commerce? The effects of social Interactions on live streaming performance
title_full_unstemmed What should streamers communicate in livestream E-Commerce? The effects of social Interactions on live streaming performance
title_sort what should streamers communicate in livestream e-commerce? the effects of social interactions on live streaming performance
publisher Institutional Knowledge at Singapore Management University
publishDate 2022
url https://ink.library.smu.edu.sg/sis_research/7661
https://ink.library.smu.edu.sg/context/sis_research/article/8664/viewcontent/What_Should_Streamers_Communicate_in_Livestream_E_Commerce__The_E.pdf
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