Work

Exploring the Interaction Between Streaming Modes and Product Types in E-Commerce Sales

Year: 2025

Type: article

Abstract: The different combinations of streaming media modes and product types influence the sales performance of streaming e-commerce. However, which combination is more effective in boosting product sales is unclear. Drawing on the cognitive fit theory, we collected sales data from 564 short videos and live streams on TikTok to investigate how the interaction of streaming media mode and product type impacts streaming e-commerce sales quantity. This study reveals that short video e-commerce works better at selling search products. In contrast, live-streaming e-commerce excels at boosting experience products, particularly expensive ones. Furthermore, the interaction effect between streaming e-commerce mode and product type is more significantly affected by low-priced products. This research contributes to understanding streaming e-commerce and offers valuable insights for e-commerce stakeholders.

Source: Journal of theoretical and applied electronic commerce research

DOI: 10.3390/jtaer20010053

Authors: Yongqing Yang, Yidan Zhao, William Yeoh, Cong Qi, Hui Jiang

Institutions: Shandong Institute of Business and Technology, Hong Kong Metropolitan University, Hong Kong Polytechnic University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,207

Funder: National Social Science Fund of China