Study on the Impact of Live Streaming E-Commerce Bulletins on Performance
Bulletins,serving as a means for user interaction with hosts and other users in live e-commerce,have a significant impact on the performance of this form of e-commerce.This study collected more than 12 million Bulletins from Tik Tok e-commerce and used empirical methods to analyze the relationship between Bulletins and performance in live-streaming e-commerce.The study found that due to information overload,there was a significant inverted U-shaped relationship between Bulletins and performance in live-streaming e-commerce,where moderate Bulletins can promote performance,but excessive Bulletins can have a negative impact.In addition,the study also found that live-streaming-room ambiance and user familiarity have a moderating effect on the inverted U-shaped relationship.The research results have important guiding implications for the operation of live-streaming e-commerce.
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