Unveiling the effects of livestream studio environment design on sales performance: A machine learning exploration Article (Faculty180)

cited authors

  • Han, Lintong; Fang, Jiaming; Zheng, Qiqi; George, Benjamin T; Liao, Miyan; Hossin, Md Atlab

description

  • Livestreaming eCommerce companies invest a significant amount of time and resources in setting up their livestream studios. However, these companies struggle to determine how the studio environment impacts sales, leading to uncertainty regarding the return on investment<span> in their livestream studios. To address this critical yet under-studied issue, we examine how the dual features of the B2B livestream studio environment, namely visual complexity and coherence, impact sales performance. We leveraged <a href="https://www.sciencedirect.com/topics/computer-science/machine-learning" title="Learn more about machine learning from ScienceDirect's AI-generated Topic Pages">machine learning</a> and <a href="https://www.sciencedirect.com/topics/computer-science/deep-learning" title="Learn more about deep learning algorithms from ScienceDirect's AI-generated Topic Pages">deep learning algorithms</a> to evaluate the visual complexity and coherence of the B2B livestream studio setting. We then developed the <a href="https://www.sciencedirect.com/topics/economics-econometrics-and-finance/econometric-model" title="Learn more about econometric model from ScienceDirect's AI-generated Topic Pages">econometric model</a> to determine how these factors affect sales during livestreaming events. Our analysis drew on a dataset of 954 B2B livestreaming events across 8 industry categories. Our study highlights the adverse effects of visual complexity and coherence on sales performance. Notably, high-involvement products are found to be more affected by visual complexity and coherence compared to low-involvement products.</span>

authors

publication date

  • 2024

published in

start page

  • 161

end page

  • 172

volume

  • 117