The Carryover Effect Of Short Video Content On Product Sales In Livestreaming E-commerce

It has laid a solid foundation for the rise of livestreaming e-commerce,which offered by the rapid development of the internet.The mode combined by live streaming and e-commerce inherited the advantages of live streaming and e-commerce,such as the huge traffic of live streaming and the convenience of e-commerce,which can bring consumers an intuitive and vivid shopping experience.So that,livestreaming ecommerce stands out among many live business modes and become a new growth driver for the e-commerce.At the same time,with the boundary between short videos and live streaming has been broken by short video platforms,the huge traffic of the short videos become the goal of enterprises,which trying to divert the traffic to livestreaming e-commerce,thereby creating greater economic value for livestreaming e-commerce.However,although the attract of the traffic of short videos to livestreaming e-commerce has been continuously carried out in enterprises,there has no related research and explication about the specific effects of short video drainage strategies on the actual sales of livestreaming e-commerce.Therefore,with the continuous development and practice of short videos and livestreaming e-commerce,the systematically research of the effects of short video on product sales in livestreaming e-commerce become more and more important to the practice of livestreaming e-commerce and short video marketing.The existing research on livestreaming e-commerce are mainly base on the perspective of consumers,which focusing on the watching motivation of consumers,consumer interacting and consumers’ purchase willingness in the scene of livestreaming e-commerce.And the related research on short videos is mainly base on the dissemination,contents and consumer behavior.Most of the research depends on laboratory experiments or questionnaires to obtain and research consumers’ selfconstructed attitudes,and only a few studies conduct research on livestreaming ecommerce through secondary data.However,there is no relevant verification that can clarify the relationship of short videos and livestreaming e-commerce.Therefore,this study aims to answer the following two questions: "will short videos have a carryover effect on livestreaming e-commerce?" and "will the effect of short videos of different content types on product sales in livestreaming e-commerce keep consistent?".In order to answer the above questions,the research cooperated with a professional livestreaming e-commerce digital marketing service platform,selected enterprise a,which carries out livestreaming e-commerce and short video marketing on the tiktok at the same time,as the research object,and collected all data from march 14,2022 to august 10 which is related on short videos and livestreaming e-commerce.The data set is transformed into a time series after data processing,and used to construct a dynamic system model of short video and livestreaming e-commerce by vector autoregressive model(var model).Therefore,the research empirically explores the effects of different content types of short videos on the product sales in livestreaming e-commerce.Based on the analysis of the var model,the research found that different content types of short videos have different effect on product sales in livestreaming e-commerce.In addition,utilitarian short videos will significantly and positively affect product sales in livestreaming e-commerce based on the categorization theory,while hedonic short videos will have significant negative effect on product sales in livestreaming ecommerce based on the benefit congruency framework.Furthermore,exogenous variables are added in the var model as control variables to guaranteed model fit,and verify that the counts of product introductions and the average duration for every introduction will have significant positive effect on product sales in livestreaming ecommerce.On the one hand,the study reveals the different effect of different short video content on product sales in livestreaming e-commerce,which enriches the theoretical research on short video marketing and livestreaming e-commerce;On the other hand,the research reflects the pros and cons of short video drainage in the scene of livestreaming e-commerce,which provides practical enlightenment for enterprises to carry out the operation and management of livestreaming e-commerce.