Forming the strategy for live streaming e-commerce: An action research

Abstract

With the emergence of social media, live streaming change the way of conducting e-business. We focus on investigating the relationship between live-streaming format and its impacts on viewing behavior. Through a participatory action research, this study based on AISAS model to develop the live streaming effectiveness framework. Within two-stage process, research team determined the indicators and real data (i.e., 128 live streams data in 30 days) was collected to examine the performance. The findings confirms celebrity effects and found the existence of lurker situation. The paradox of program design and the cost and benefits is also discussed. Our findings can provide practical suggestions and shed lights for further research on live streaming e-Commerce.