TY - JOUR
T1 - Proliferation in live streaming commerce, and key opinion leader selection
AU - Lyu, Wenjing
AU - Qi, Ye
AU - Liu, Jin
N1 - Publisher Copyright:
© The Author(s), under exclusive licence to Springer Science+Business Media, LLC, part of Springer Nature 2022. Springer Nature or its licensor holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.
PY - 2024/6
Y1 - 2024/6
N2 - 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.
AB - 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.
KW - Channel proliferation
KW - Conversion rate
KW - Key Opinion Leader
KW - Live streaming commerce
KW - SKU proliferation
UR - http://www.scopus.com/inward/record.url?scp=85137840629&partnerID=8YFLogxK
U2 - 10.1007/s10660-022-09605-0
DO - 10.1007/s10660-022-09605-0
M3 - Article
AN - SCOPUS:85137840629
SN - 1389-5753
VL - 24
SP - 1153
EP - 1186
JO - Electronic Commerce Research
JF - Electronic Commerce Research
IS - 2
ER -