Boosting Sales with Streamer Description and Viewer Comments
Combination of Streamers' Product Description and Viewers' Comments - Moderating Effect of Streamer-Viewer Relationship Strength
Tags: Universiti Malaya, Malaysia, Consumer Goods & Services, Computing Technology
This study explores how streamers' product descriptions and viewers' comments influence online sales in livestreaming e-commerce, with a focus on the moderating effect of the streamer-viewer relationship strength. The findings show that comment length, volume, and emotion have a direct impact on product sales, with an inverted U-shaped relationship between comment length and sales. Additionally, streamers' descriptions that are emotionally rich and easy to read positively influence sales. However, stronger streamer-viewer relationships reduce the positive effects of both comments and descriptions on sales. Applications include optimizing marketing strategies in livestream e-commerce to enhance sales performance.
IP Type or Form Factor: Discovery & Research; Process & Method
TRL: 3 - proof of concept with needs validated
Industry or Tech Area: Retail & E-Commerce; Big Data Analytics & Simulations
