Search Results (2)

Fan growth serves as a critical performance indicator for the sustainable development of livestreaming e-commerce (LSE). However, existing research has paid limited attention to this topic. This study investigates the unique interactive advantages of LSE over traditional e-commerce by examining how interactivity drives fan growth through the mediating role of user retention and the moderating role of anchors’ facial attractiveness. To conduct the analysis, real-time data were collected from 1472 livestreaming sessions on Douyin, China’s leading LSE platform, between January and March 2023, using Python-based (3.12.7) web scraping and third-party data sources. This study operationalizes key variables through text sentiment analysis and image recognition techniques. Empirical analyses are performed using ordinary least squares (OLS) regression with robust standard errors, propensity score matching (PSM), and sensitivity analysis to ensure robustness. The results reveal the following: (1) Interactivity has a significant positive effect on fan growth. (2) User retention partially mediates the relationship between interactivity and fan growth. (3) There is a substitution effect between anchors’ facial attractiveness and interactivity in enhancing user retention, highlighting the substitution relationship between anchors’ personal characteristics and livestreaming room attributes. This research advances the understanding of interactivity’s mechanisms in LSE and, notably, is among the first to explore the marketing implications of anchors’ facial attractiveness in this context. The findings offer valuable insights for both academic research and managerial practice in the evolving livestreaming commerce landscape. Full article

Nowadays, the commercial potential of live e-commerce is being continuously explored, and machine vision algorithms are gradually attracting the attention of marketers and researchers. During live streaming, the visuals can be effectively captured by algorithms, thereby providing additional data support. This paper aims to consider the diversity of live streaming devices and proposes an extremely lightweight and high-precision model to meet different requirements in live streaming scenarios. Building upon yolov5s, we incorporate the MobileNetV3 module and the CA attention mechanism to optimize the model. Furthermore, we construct a multi-object dataset specific to live streaming scenarios, including anchor facial expressions and commodities. A series of experiments have demonstrated that our model realized a 0.4% improvement in accuracy compared to the original model, while reducing its weight to 10.52%. Full article