From Viewing to Purchasing: the Moderating Effects of Lucky Draw in Live-Streaming Commerce

Live streaming sales, as an emerging e-commerce model, has gradually emerged and gained significant market share and consumer attention in recent years. The adoption of lucky draw is considered an effective strategy to attract traffic in live streaming sales and is worth in-depth study of its underlying mechanisms. This paper constructs several moderation effect models, using the number of lucky draw as the moderating variable, traffic level as the independent variable, and total sales as the dependent variable. The models have undergone rigorous testing. Comparative analysis of the model testing revealed following results: (1) The traffic effect in live streaming has a significant positive impact on the sales effect of live streaming sales, and lucky draw generally plays a positive moderating role; (2) The moderating effect of super lucky draw is higher than that of regular lucky draw; (3) Although lucky draw have a significant moderating effect, they fail to moderate the impact of average viewing duration on sales quantity. These results revealed that luck draw is an effective means of marketing in increase live stream sales and moderating the traffic effects. This research contributes to a preliminary understanding of role of luck draw in live stream sales.