Live Streaming Sales Boosted by Product Presentation

On March 5, 2025, Professor Fang Yulin from the HKU Business School delivered a keynote presentation to students and faculty of Lingnan University’s eBSCM Programme, analyzing how product presentation strategies in live streaming e-commerce (LSE) drive sales growth through narrative structure and emotional expression. Based on data from 2,174 cosmetics livestream videos on Taobao Live, the study identified temporal embedding (organizing product information chronologically with causal logic) and emotional volatility (dynamic shifts in streamers’ facial expressions) as critical factors. For instance, sharing personal experiences of product outcomes boosted sales by 1.3 times, while dynamic emotional expressions increased sales by 8.7%.

The research further highlighted the moderating roles of product trial (enhancing narrative impact but weakening emotional volatility) and interaction prompts (e.g., encouraging real-time comments from viewers). Professor Fang emphasized practical adjustments for practitioners: prioritizing temporal embedding over emotional shifts in high-product-trial scenarios and balancing interaction frequency to avoid disrupting emotional coherence.

Looking ahead, Professor Fang proposed integrating generative AI and digital twin technologies to develop personalized virtual streamers and intelligent scripts, leveraging user behavior data for precision content generation. This approach could redefine LSE through smarter, interactive experiences. Lingnan University’s eBSCM Programme Director noted that the lecture bridged academic theory with industry practice, deepening the value of data-driven decision-making in e-commerce.