A0426
Title: Do uncertain rewards still work: The lottery case in live streaming commerce
Authors: Lin Qiu - Southern University of Science and Technology (China) [presenting]
Dan Ding - Southwestern University of Finance and Economics (China)
Abstract: Live streaming is now a booming e-commerce platform globally. Real-time comments play a vital role in engaging users during live streams, with two main types: product-related and non-product-related comments. Product-related comments clarify product details like size and price, aiding viewers' purchase decisions. Non-product comments include greetings, casual chats, and interactions between broadcasters and viewers. These comments are not directly related to products and are mainly used to interact with broadcasters. Lottery, as a type of popular uncertain reward, has been widely used in live streams to facilitate broadcaster-viewer interactions. The aim is to analyze the impact of two types of lotteries (physical goods lottery and social-oriented lottery) on broadcaster-viewer interactions through real-time comments and subsequent product sales in live streams. It is observed that an increase in physical goods lotteries results in a higher proportion of product-related comments compared to non-product-related ones, offering viewers more informative support for purchase decisions. Conversely, social-oriented lotteries generate more non-product-related comments than product-related ones, diluting informative product comments. This interference in purchase decision-making could negatively impact sales. The findings offer valuable insights for broadcasters and platform designers when formulating lottery strategies.
