KOREASCHOLAR

A TOPIC MODEL OF SOCIAL INTERACTIONS IN LIVE-STREAMING COMMERCE

Honglong Wang, Guoxin Li, Xiaodong Xie, Shaohui Wu
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422897
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.836
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The popularity of live streaming is driving the emergence of a new business model, known as live-streaming commerce (LSC). Consumers spend more and more time on smartphones, and the emerging business model of live-streaming commerce (LSC) is flourishing in the retail industry. With highly interactive features, LSC social interactions influence viewer purchase behaviors. To examine the interactions between influencers and viewers, we collected a rich dataset from a leading LSC service platform and integrated research models from the natural language process (NLP) field and econometric models.

Keyword
Live-streaming commerceDanmakuSocial interactionText analysisRelationship marketing
Author
  • Honglong Wang(Harbin Institute of Technology, China)
  • Guoxin Li(Harbin Institute of Technology, China)
  • Xiaodong Xie(Harbin Institute of Technology, China)
  • Shaohui Wu(Harbin Institute of Technology, China)