How to stand out in the “lemon market”? application of signaling theory in live streaming commerce
Live streaming commerce innovatively combines e-commerce and live streaming, and it is booming. However, like traditional e-commerce, live streaming commerce is facing challenges from “lemon market”. The article applies signaling theory from a perspective of game theory and finds that high-quality s...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
EDP Sciences
2022-01-01
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| Series: | SHS Web of Conferences |
| Online Access: | https://www.shs-conferences.org/articles/shsconf/pdf/2022/10/shsconf_iteme2022_01027.pdf |
| _version_ | 1811245923598073856 |
|---|---|
| author | Yao Tanyue Mo Li |
| author_facet | Yao Tanyue Mo Li |
| author_sort | Yao Tanyue |
| collection | DOAJ |
| description | Live streaming commerce innovatively combines e-commerce and live streaming, and it is booming. However, like traditional e-commerce, live streaming commerce is facing challenges from “lemon market”. The article applies signaling theory from a perspective of game theory and finds that high-quality sellers can stand out in the market by releasing two kinds of additional signals, which are signals that increase cost and signals that increase risk, and proposes relevant research hypotheses. Then, the researcher designs an experiment to explore how the additional signals affect the audiences’ purchase intention. The data collected shows that additional signals increasing cost can improve audiences’ purchase intension through improving the product quality and sellers’ credibility perceived by the audience while additional signals increasing risk cannot achieve the same effect. At the end, possible explanations for the unproven hypothesis and further research directions are provided. |
| first_indexed | 2024-04-12T14:46:21Z |
| format | Article |
| id | doaj.art-b35a1e4994f14280b790b0a2b7960f0d |
| institution | Directory Open Access Journal |
| issn | 2261-2424 |
| language | English |
| last_indexed | 2024-04-12T14:46:21Z |
| publishDate | 2022-01-01 |
| publisher | EDP Sciences |
| record_format | Article |
| series | SHS Web of Conferences |
| spelling | doaj.art-b35a1e4994f14280b790b0a2b7960f0d2022-12-22T03:28:38ZengEDP SciencesSHS Web of Conferences2261-24242022-01-011400102710.1051/shsconf/202214001027shsconf_iteme2022_01027How to stand out in the “lemon market”? application of signaling theory in live streaming commerceYao Tanyue0Mo Li1College of Business and Economics, Australian National UniversitySchool of Communication, Fujian Normal UniversityLive streaming commerce innovatively combines e-commerce and live streaming, and it is booming. However, like traditional e-commerce, live streaming commerce is facing challenges from “lemon market”. The article applies signaling theory from a perspective of game theory and finds that high-quality sellers can stand out in the market by releasing two kinds of additional signals, which are signals that increase cost and signals that increase risk, and proposes relevant research hypotheses. Then, the researcher designs an experiment to explore how the additional signals affect the audiences’ purchase intention. The data collected shows that additional signals increasing cost can improve audiences’ purchase intension through improving the product quality and sellers’ credibility perceived by the audience while additional signals increasing risk cannot achieve the same effect. At the end, possible explanations for the unproven hypothesis and further research directions are provided.https://www.shs-conferences.org/articles/shsconf/pdf/2022/10/shsconf_iteme2022_01027.pdf |
| spellingShingle | Yao Tanyue Mo Li How to stand out in the “lemon market”? application of signaling theory in live streaming commerce SHS Web of Conferences |
| title | How to stand out in the “lemon market”? application of signaling theory in live streaming commerce |
| title_full | How to stand out in the “lemon market”? application of signaling theory in live streaming commerce |
| title_fullStr | How to stand out in the “lemon market”? application of signaling theory in live streaming commerce |
| title_full_unstemmed | How to stand out in the “lemon market”? application of signaling theory in live streaming commerce |
| title_short | How to stand out in the “lemon market”? application of signaling theory in live streaming commerce |
| title_sort | how to stand out in the lemon market application of signaling theory in live streaming commerce |
| url | https://www.shs-conferences.org/articles/shsconf/pdf/2022/10/shsconf_iteme2022_01027.pdf |
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