IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v77y2024ics0969698923004022.html
   My bibliography  Save this article

More is not always better: Examining the drivers of livestream sales from an information overload perspective

Author

Listed:
  • Zhang, Cong
  • Pan, Siyu
  • Zhao, Yanhui

Abstract

With the rapid development of Internet technologies, many retailers have incorporated live streaming as an emerging sales channel. Retailers and live streamers are eager to cover a wide range of products in their streams and entice viewers to stay for a longer duration. However, we propose from an information overload perspective that having more products and longer stay time may not always be better for sales. In this study, we empirically analyze 472 live streams to explore the curvilinear effects of the number of products and stay time on livestream shopping sales. Our findings suggest an inverted U-shaped relationship between the total number of products and the average audience stay time with sales. Moreover, we find that these relationships are contingent on the total duration of the stream and the age of the streamer. The results have practical implications for retailers regarding the design of effective livestream programs.

Suggested Citation

  • Zhang, Cong & Pan, Siyu & Zhao, Yanhui, 2024. "More is not always better: Examining the drivers of livestream sales from an information overload perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    • Handle: RePEc:eee:joreco:v:77:y:2024:i:c:s0969698923004022
    DOI: 10.1016/j.jretconser.2023.103651
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698923004022
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2023.103651?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:77:y:2024:i:c:s0969698923004022. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.