An empirical analysis of the impacts of live chat social interactions in live streaming commerce: A topic modeling approach

IF 5.9 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications Pub Date : 2024-04-12 DOI:10.1016/j.elerap.2024.101397

Honglong Wang , Guoxin Li , Xiaodong Xie , Shaohui Wu

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引用次数: 0

Abstract

The popularity of live streaming is driving the emergence of a new business model, known as live streaming commerce (LSC). The live chat service serves as a key indicator of viewer engagement in LSC shows, differentiating LSC significantly from traditional e-commerce. In this paper, we collect a rich live streaming dataset and identify two categories of social interactions behind live chat: transaction-oriented and relationship-oriented. Broadcasters and viewers in the transaction-oriented category focus on products and transactions and tend to communicate with non-emotional words in live chats. In contrast, broadcasters and viewers might treat each other as friends and are more likely to post emotional words in the relationship-oriented category. Our econometric model shows a curvilinear association between relationship-oriented social interactions and viewer purchase behaviors. The empirical analysis indicates that to achieve higher sales, LSC broadcasters should make relationship-oriented social interactions in live chat account for 58.64% of the probabilities. We discuss the implications of heterogeneous social interaction strategies across different broadcasters.

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对实时聊天社交互动在实时流媒体商务中的影响进行实证分析：主题建模方法

流媒体直播的流行推动了一种新的商业模式--流媒体直播商务（LSC）的出现。直播聊天服务是观众参与 LSC 节目的关键指标，使 LSC 与传统电子商务有了显著区别。在本文中，我们收集了丰富的流媒体直播数据集，并确定了直播聊天背后的两类社交互动：以交易为导向的社交互动和以关系为导向的社交互动。交易型类别中的主播和观众关注产品和交易，并倾向于在直播聊天中使用非情感性语言进行交流。与此相反，在关系导向型类别中，主播和观众可能会把对方当作朋友，更有可能发布情感性话语。我们的计量经济学模型显示，关系导向型社交互动与观众购买行为之间存在曲线关联。实证分析表明，为了实现更高的销售额，LSC 广播公司应使即时聊天中以关系为导向的社交互动占 58.64% 的概率。我们讨论了不同广播公司的异质社交互动策略的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Electronic Commerce Research and Applications 工程技术-计算机：跨学科应用

CiteScore

10.10

自引率

8.30%

发文量

审稿时长

63 days

期刊介绍： Electronic Commerce Research and Applications aims to create and disseminate enduring knowledge for the fast-changing e-commerce environment. A major dilemma in e-commerce research is how to achieve a balance between the currency and the life span of knowledge. Electronic Commerce Research and Applications will contribute to the establishment of a research community to create the knowledge, technology, theory, and applications for the development of electronic commerce. This is targeted at the intersection of technological potential and business aims.