TY - GEN
T1 - Gamified Live-streaming
T2 - 43rd International Conference on Information Systems: Digitization for the Next Generation, ICIS 2022
AU - Liu, Yahui
AU - Wang, Lei
AU - Yang, Shuai
AU - Wang, Yanwen
N1 - Publisher Copyright:
© 2022 International Conference on Information Systems, ICIS 2022: "Digitization for the Next Generation". All Rights Reserved.
PY - 2022
Y1 - 2022
N2 - 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.
AB - 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.
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M3 - Conference contribution
AN - SCOPUS:85192538911
T3 - International Conference on Information Systems, ICIS 2022: "Digitization for the Next Generation"
BT - International Conference on Information Systems, ICIS 2022
PB - Association for Information Systems
Y2 - 9 December 2022 through 14 December 2022
ER -