Proliferation in live streaming commerce, and key opinion leader selection
Name
10660_2022_9605_ReferencePDF.pdf
Size
1.15 MB
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Adobe PDF
Checksum (MD5)
9a0574e5b3f9b1f241f872a69b3efff1
Author(s)
Lyu, Wenjing
Qi, Ye
Liu, Jin
Date Issued
September 9, 2022
Journal
Electronic Commerce Research
Publisher
Springer Science and Business Media LLC
Citation
Lyu, W., Qi, Y. & Liu, J. Proliferation in live streaming commerce, and key opinion leader selection. Electron Commer Res 24, 1153–1186 (2024).
Version
Author's final manuscript
Abstract
Live streaming commerce is emerging as one new business model in e-commerce, with an influx of key opinion leaders (KOLs) flushing into the business as live streamers. Prior literature has noticed the improved communication channels and product differentiation of the live streaming commerce, but how will the proliferation of live streaming commerce affect sales stays under-explored. In addition, how to select the right KOL streamer is poorly understood. This study examines how the channel proliferation and stock-keeping unit proliferation affect live stream sales by increasing consumers’ live streaming views converting into purchases, while the KOL’s popularity, professionalism, attractiveness to female fans, and quote moderate the above mediation effect. This study contributes to the e-commerce literature by revealing the proliferation affecting sales performance mechanisms and providing practical guidance about selecting the right KOL in live streaming commerce.
MIT Department
Sloan School of Management
Terms of Use
Article is made available in accordance with the publisher's policy and may be subject to US copyright law. Please refer to the publisher's site for terms of use.
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DOI of Published Version
https://doi.org/10.1007/s10660-022-09605-0
