Decoding the Sales Impact of Livestreaming E-Commerce
Prof. Yulin FANG
Professor of Innovation and Information Management,
Director of the Institute of Digital Economy and Innovation (IDEI), HKU Business School
Date: 28 April 2025 (Monday)
Time: 14:00 – 15:30
Venue: E22-G008
Host: Prof. Jacky Yan LIN, Assistant Professor in Business Intelligence and Analytics
Abstract
Live streaming e-commerce (LSE) promotes product sales by enabling streamers to deliver product presentations through live interactive videos. This study aims to understand how streamers give verbal speeches and express visual emotions for better sales. Building on narrative transportation theory, we propose that the sales impact of a streamer’s product presentation could be explained by the degree of narrativity in the presentation, charactered by temporal embedding in the streamer’ verbal speech and emotional volatility in her facial expression. To be more LSE context specific, we incorporate product trial and interaction prompt, representing the degree to which the streamer interacts with the product and the livestreaming audience respectively, as moderators that alter the impact of narrativity (i.e. temporal embedding and emotional volatility). The model was empirically verified using a rich dataset on live interaction videos from Taobao Live, one of the largest LSE platforms in the world.
Speaker
Yulin Fang is a Professor of Innovation and Information Management and Director of the Institute of Digital Economy and Innovation (IDEI) at HKU Business School. His research interests include digital innovation, digital entrepreneurship, digital transformation, platform ecosystems, and AI management.
Yulin has published 80 research articles in renowned information systems and management journals, including MIS Quarterly (MISQ), Information Systems Research (ISR), Journal of Management Information Systems (JMIS), Journal of the Association for Information Systems (JAIS), Strategic Management Journal (SMJ), Organizational Research Methods (ORM), Journal of Operations Management (JOM), Journal of Organizational Behavior (JOB) among others. His articles have been cited over 10000 times (Google citation) with an H-index of 44.
All are welcome!
