Influencing Factors and Development Strategies of Sales Performance in Virtual Live-Streaming E-Commerce:An Empirical Analysis Based on Information Source Theory
With the development of artificial intelligence technology,virtual live-streaming,which is a combination of virtual anchors and virtual scenes,has become a new direction for the development of e-commerce.Based on the commercial nature of traffic plus conversion in live-streaming e-commerce,a sales performance model for virtual live-streaming e-commerce is constructed within the framework of information source theory,and an empirical analysis is conducted by using 300 virtual live-streaming rooms on the Taobao live-streaming platform as samples.The results show that the trustworthiness,professionalism,and attractiveness of virtual anchors have a significant positive impact on sales performance.However,interactivity,the main feature of live-streaming e-commerce,has a significant negative impact on sales performance,and product type has a moderating effect on the interactivity of virtual anchors.Therefore,it is recommended to strengthen the characteristics of virtual anchors to increase traffic and conversion rate,improve the level of technological application to bridge the interactive gap,and introduce cultivation policies to reduce the cost of virtual anchor applications.
live-streaming e-commercevirtual anchorsales performanceinformation source theory
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