Live Streaming Use and International Seller Sales Performance: An Information Economics Perspective
基于信息经济学视角，利用中国数字平台的面板数据，发现直播使用能提升国际卖家在目标市场的销售绩效，且文化距离越大、产品价格越高时效果越强，但名牌产品效果较弱。
Although rapid technological development has resulted in the proliferation of digital platforms, there is limited understanding of these platforms’ roles in international markets. Drawing on the information economics perspective, the authors investigate whether live streaming, as an emerging platform-based function, enables foreign sellers to enhance their sales performance in host markets. Using a unique longitudinal data set from a business-to-customer digital platform in China, the authors find that live streaming use is positively associated with international seller sales performance. This positive effect is stronger when cultural distance is higher. Moreover, the influence becomes stronger when product price is higher, while the effect is weaker for name-brand products than for non-name-brand products. These findings provide rich insights on the role of digitalization to the international marketing literature.