
Journal of theoretical and applied electronic commerce research, Journal Year: 2025, Volume and Issue: 20(1), P. 53 - 53
Published: March 20, 2025
The different combinations of streaming media modes and product types influence the sales performance e-commerce. However, which combination is more effective in boosting unclear. Drawing on cognitive fit theory, we collected data from 564 short videos live streams TikTok to investigate how interaction mode type impacts e-commerce quantity. This study reveals that video works better at selling search products. In contrast, live-streaming excels experience products, particularly expensive ones. Furthermore, effect between significantly affected by low-priced research contributes understanding offers valuable insights for stakeholders.
Language: Английский