The Factors Influencing Sales in Online Celebrities' Live Streaming

Development of Internet has given birth to e-commerce live streaming and live streaming marketing mode. From the perspective of the information source, this paper empirically studies the factors influencing sales of online celebrities' live streaming in Taobao. By analyzing 3304 data records from 472 online celebrities, we find that the number of followers and the number of viewers in their live streaming rooms have a positive effect on sales, whereas the grade and the average number of likes of the live streaming room have an adverse effect. We also argue that the number of live streaming times and the average number of comments in live broadcast room have no significant impact on product sales.