Exploring the interaction between streaming modes and product types in e-commerce sales

Abstract

The different combinations of streaming media modes and product types influence the sales performance of streaming e-commerce. However, which combination is more effective in boosting product sales is unclear. Drawing on the cognitive fit theory, we collected sales data from 564 short videos and live streams on TikTok to investigate how the interaction of streaming media mode and product type impacts streaming e-commerce sales quantity. This study reveals that short video e-commerce works better at selling search products. In contrast, live-streaming e-commerce excels at boosting experience products, particularly expensive ones. Furthermore, the interaction effect between streaming e-commerce mode and product type is more significantly affected by low-priced products. This research contributes to understanding streaming e-commerce and offers valuable insights for e-commerce stakeholders.