Proliferation in live streaming commerce, and key opinion leader selection

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.