Investigating the e-commerce live streamers’ sales on different User Portraits based on Tik Tok livestreaming’s data

Abstract

Since the COVID-19 pandemic, traditional offline sales have been forced to transition to online sales. The livestreaming selling industry is developing fast. This study takes Tik Tok, one of the largest short-form mobile video livestreaming selling platforms, as a case study to investigate the relationship between the user profile of different fans and the sales of the live streamer' livestreaming. In this paper, the live streamers are controlled into three levels according to the number of fans. The length and time period of the livestreaming are controlled to reduce the error term. The results show that a user profile of "female; 25-40 years old; living in a second-tier city and above; preferring to buy products costing 200RMB per unit" leads to higher sales, and this paper provides content suggestions for alive streamers who want to generate higher sales. For further research, comparative studies on different platforms and different time periods are suggested.