Gamified Live-streaming: Is Avatar Better than Human Being?

Yahui Liu, Lei Wang, Shuai Yang, Yanwen Wang

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Scopus citations

Abstract

Live-streaming has emerged as a popular direct selling channel to foster synchronous interaction between streamers and consumers, with the avatar streamer largely underexplored. Using the data from a fashion retailer, we adopt the Generalized Synthetic Control (GSC) method to examine the effect of gamified and human live-streaming on product sales and return rate. We find that (1) the gamified live-streaming reduces product sales and the return rate simultaneously; (2) human live-streaming boosts product sales but increases the return rate, and (3) the dual-type live-streaming can increase product sales and decrease return rates. Furthermore, we proposed that the reason for the differentiated effects between gamified and human live-streaming could be driven by the impulse-buying behavior of viewers only in human live-streaming. Our findings contribute to the growing literature on the business value of AI technology and gamification in live-streaming and shed light on practical decisions made by online retailers.

Original languageEnglish (US)
Title of host publicationInternational Conference on Information Systems, ICIS 2022
Subtitle of host publication"Digitization for the Next Generation"
PublisherAssociation for Information Systems
ISBN (Electronic)9781713893615
StatePublished - 2022
Event43rd International Conference on Information Systems: Digitization for the Next Generation, ICIS 2022 - Copenhagen, Denmark
Duration: Dec 9 2022Dec 14 2022

Publication series

NameInternational Conference on Information Systems, ICIS 2022: "Digitization for the Next Generation"

Conference

Conference43rd International Conference on Information Systems: Digitization for the Next Generation, ICIS 2022
Country/TerritoryDenmark
CityCopenhagen
Period12/9/2212/14/22

All Science Journal Classification (ASJC) codes

  • Computer Science Applications
  • Information Systems

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