Research on the Relationship of E-Commerce Livestreaming and Sales Performance of Manufacturers —An Empirical Study of Tmall Transaction Information System

Abstract

With the rapid development of industry, the e-commerce livestreaming, which is becoming popular in recent years, poses many interesting challenges and opportunities for manufacturers. To explore the influence mechanism of e-commerce livestreaming on sales performance, this paper studied the impact of e-commerce livestreaming from both sales volume and consumer satisfaction, and studied the combined effect of e-commerce livestreaming and third-party recommendation on sales performance. The results show that e-commerce livestreaming has significantly boosted the sales of goods. Consumers with low purchasing power are more susceptible to e-commerce livestreaming than those with high purchasing power. Further tests show that third-party recommendations had the positive action on the influence relationship between e-commerce livestreaming and the purchases of consumers with low purchasing power, as well as on e-commerce livestreaming and the satisfaction of consumers with high purchasing power.The conclusion provides theoretical basis for enterprises to use big data of transaction information system to improve marketing efficiency.