Academic Journal
REAL-TIME SALES DATA, STREAMER IMPROVISATION, AND SALES PERFORMANCE: EVIDENCE FROM LIVE STREAM SELLING.
| Τίτλος: | REAL-TIME SALES DATA, STREAMER IMPROVISATION, AND SALES PERFORMANCE: EVIDENCE FROM LIVE STREAM SELLING. |
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| Συγγραφείς: | He, Yumei1 yhe17@tulane.edu, Huang, Ni2 nhuang@miami.edu, Wang, Lingli3 wang.ll@ruc.edu.cn, Sun, Yan4 sunyan.sy@alibaba-inc.com |
| Πηγή: | MIS Quarterly. Dec2025, Vol. 49 Issue 4, p1567-1594. 28p. 2 Color Photographs, 8 Charts. |
| Θεματικοί όροι: | *Sales, *Selling, *Electronic commerce, *Sales statistics, *Decision making, Live streaming, Data, Performance |
| Περίληψη: | Live stream selling has surged as an innovative form of e-commerce, supporting high social interactivity and fast-paced sales for large-scale audiences. However, live streamers must manage complex, concurrent tasks—such as presenting products, engaging with viewers, and employing various sales tactics to facilitate consumer purchases, while dealing with uncertainty in foreseeing viewers’ reactions and time pressure for selling products. This study examines the role of real-time sales data in influencing streamers’ impromptu decision-making and sales outcomes in live stream selling. On the one hand, real-time sales data might exacerbate the already complex decision-making, overwhelming and distracting streamers. On the other hand, it may help streamers improvise their tactics and utilize time more efficiently and effectively to improve sales performance. In partnership with a leading global live stream selling platform, we analyzed data from a randomized field experiment to unravel whether, how, and under which conditions the provision of real-time sales data affects live stream sales performance. The streamers in the experiment were randomly assigned to either the treatment group, which had access to real-time sales data for presale products, or the control group, which had no such access. Our results reveal that product sales of presale products in the treatment group increased by approximately 40.21% compared to those in the control group. Further, the observed main effect can be explained by streamers’ data-driven improvisation in promotional, linguistic, and presentational pace tactics. Moreover, heterogeneity analyses reveal that the positive effect of real-time data on sales performance is more salient for streamers with likely better improvisational skills and for products with higher uncertainty, thereby providing suggestive evidence of streamer improvisation as the underlying mechanism. This study contributes to the literature on data-driven decision-making, evidencing the importance of real-time data for enhancing decision-making processes and outcomes. Our findings also offer guidance for implementing real-time data infrastructure in live stream selling platforms. [ABSTRACT FROM AUTHOR] |
| Copyright of MIS Quarterly is the property of MIS Quarterly and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Βάση Δεδομένων: | Business Source Index |
| FullText | Text: Availability: 0 CustomLinks: – Url: http://www.jstor.org/openurl?issn=02767783&date=2025&volume=49&issue=4&spage=1567 Name: JSTOR (all content) (s7799221) Category: fullText Text: Icon: https://imageserver.ebscohost.com/branding/jstor/iconJSTOR.gif MouseOverText: Full Text from JSTOR |
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| Header | DbId: bsx DbLabel: Business Source Index An: 189744272 RelevancyScore: 1451 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 1451.22045898438 |
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| Items | – Name: Title Label: Title Group: Ti Data: REAL-TIME SALES DATA, STREAMER IMPROVISATION, AND SALES PERFORMANCE: EVIDENCE FROM LIVE STREAM SELLING. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22He%2C+Yumei%22">He, Yumei</searchLink><relatesTo>1</relatesTo><i> yhe17@tulane.edu</i><br /><searchLink fieldCode="AR" term="%22Huang%2C+Ni%22">Huang, Ni</searchLink><relatesTo>2</relatesTo><i> nhuang@miami.edu</i><br /><searchLink fieldCode="AR" term="%22Wang%2C+Lingli%22">Wang, Lingli</searchLink><relatesTo>3</relatesTo><i> wang.ll@ruc.edu.cn</i><br /><searchLink fieldCode="AR" term="%22Sun%2C+Yan%22">Sun, Yan</searchLink><relatesTo>4</relatesTo><i> sunyan.sy@alibaba-inc.com</i> – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22MIS+Quarterly%22">MIS Quarterly</searchLink>. Dec2025, Vol. 49 Issue 4, p1567-1594. 28p. 2 Color Photographs, 8 Charts. – Name: Subject Label: Subject Terms Group: Su Data: *<searchLink fieldCode="DE" term="%22Sales%22">Sales</searchLink><br />*<searchLink fieldCode="DE" term="%22Selling%22">Selling</searchLink><br />*<searchLink fieldCode="DE" term="%22Electronic+commerce%22">Electronic commerce</searchLink><br />*<searchLink fieldCode="DE" term="%22Sales+statistics%22">Sales statistics</searchLink><br />*<searchLink fieldCode="DE" term="%22Decision+making%22">Decision making</searchLink><br /><searchLink fieldCode="DE" term="%22Live+streaming%22">Live streaming</searchLink><br /><searchLink fieldCode="DE" term="%22Data%22">Data</searchLink><br /><searchLink fieldCode="DE" term="%22Performance%22">Performance</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: Live stream selling has surged as an innovative form of e-commerce, supporting high social interactivity and fast-paced sales for large-scale audiences. However, live streamers must manage complex, concurrent tasks—such as presenting products, engaging with viewers, and employing various sales tactics to facilitate consumer purchases, while dealing with uncertainty in foreseeing viewers’ reactions and time pressure for selling products. This study examines the role of real-time sales data in influencing streamers’ impromptu decision-making and sales outcomes in live stream selling. On the one hand, real-time sales data might exacerbate the already complex decision-making, overwhelming and distracting streamers. On the other hand, it may help streamers improvise their tactics and utilize time more efficiently and effectively to improve sales performance. In partnership with a leading global live stream selling platform, we analyzed data from a randomized field experiment to unravel whether, how, and under which conditions the provision of real-time sales data affects live stream sales performance. The streamers in the experiment were randomly assigned to either the treatment group, which had access to real-time sales data for presale products, or the control group, which had no such access. Our results reveal that product sales of presale products in the treatment group increased by approximately 40.21% compared to those in the control group. Further, the observed main effect can be explained by streamers’ data-driven improvisation in promotional, linguistic, and presentational pace tactics. Moreover, heterogeneity analyses reveal that the positive effect of real-time data on sales performance is more salient for streamers with likely better improvisational skills and for products with higher uncertainty, thereby providing suggestive evidence of streamer improvisation as the underlying mechanism. This study contributes to the literature on data-driven decision-making, evidencing the importance of real-time data for enhancing decision-making processes and outcomes. Our findings also offer guidance for implementing real-time data infrastructure in live stream selling platforms. [ABSTRACT FROM AUTHOR] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of MIS Quarterly is the property of MIS Quarterly and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
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| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.25300/misq/2025/18627 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 28 StartPage: 1567 Subjects: – SubjectFull: Sales Type: general – SubjectFull: Selling Type: general – SubjectFull: Electronic commerce Type: general – SubjectFull: Sales statistics Type: general – SubjectFull: Decision making Type: general – SubjectFull: Live streaming Type: general – SubjectFull: Data Type: general – SubjectFull: Performance Type: general Titles: – TitleFull: REAL-TIME SALES DATA, STREAMER IMPROVISATION, AND SALES PERFORMANCE: EVIDENCE FROM LIVE STREAM SELLING. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: He, Yumei – PersonEntity: Name: NameFull: Huang, Ni – PersonEntity: Name: NameFull: Wang, Lingli – PersonEntity: Name: NameFull: Sun, Yan IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 12 Text: Dec2025 Type: published Y: 2025 Identifiers: – Type: issn-print Value: 02767783 Numbering: – Type: volume Value: 49 – Type: issue Value: 4 Titles: – TitleFull: MIS Quarterly Type: main |
| ResultId | 1 |