From Live to Recording: Consumer Demand and Response to Price Across the Livestreaming Lifecycle

References

• Bebko CP (2000) Service intangibility and its impact on consumer expectations of service quality. J. Services Marketing 14(1):9–26.Crossref, Google Scholar
• Bolton RN (1989) The relationship between market characteristics and promotional price elasticities. Marketing Sci. 8(2):153–169.Link, Google Scholar
• Bray R, Stamatopoulos I, Sanders RE (2024) Observational price variation in scanner data cannot reproduce experimental price elasticities. Preprint, submitted August 14, http://dx.doi.org/10.2139/ssrn.4899765.Google Scholar
• Chernozhukov V, Chetverikov D, Demirer M, Duflo E, Hansen C, Newey W, Robins J (2018) Double/debiased machine learning for treatment and structural parameters: Double/debiased machine learning. Econom. J. 21(1):C1–C68.Crossref, Google Scholar
• CIW Team (2021) Profile of Zhihu: China’s Quora, a top content community. Accessed June 7, 2021, https://www.chinainternetwatch.com/31732/zhihu-profile/.Google Scholar
• Cong Z, Zhao Y, Zhang Z (2025) Understanding users’ content contribution behavior when knowledge can be priced. Marketing Sci. 44(3):655–670.Link, Google Scholar
• Dai H, Chan C, Mogilner C (2020) People rely less on consumer reviews for experiential than material purchases. J. Consumer Res. 46(6):1052–1075.Crossref, Google Scholar
• Dana JD Jr (1998) Advance-purchase discounts and price discrimination in competitive markets. J. Political Econom. 106(2):395–422.Crossref, Google Scholar
• Dean B (2023) Here’s what we learned about organic click through rate. Accessed November 12, 2024, https://backlinko.com/google-ctr-stats.Google Scholar
• Desiraju R, Shugan SM (1999) Strategic service pricing and yield management. J. Marketing 63(1):44–56.Crossref, Google Scholar
• Ellickson PB, Kar W, Reeder JC III (2022) Estimating marketing component effects: Double machine learning from targeted digital promotions. Marketing Sci. 42(4):704–728.Link, Google Scholar
• Ellsberg D (2001) Risk, Ambiguity, and Decision (Routledge, London).Google Scholar
• Fergus (2020) The Growth of Paid Knowledge Indusy in China 2020. Accessed June 7, 2020, https://www.iimedia.cn/c1020/70056.html.Google Scholar
• Grand View Research (2024) GVR Report cover: Live Streaming Market: Size, Share & Trend Analysis Report, 2024–2030. October 1, 2025, https://www.grandviewresearch.com/industry-analysis/live-streaming-market-report.Google Scholar
• Grootendorst M (2022) BERTopic: Neural topic modeling with a class-based TF-IDF procedure. Preprint, submitted March 11, https://arxiv.org/abs/2203.05794.Google Scholar
• Hausman JA (1994) Valuation of New Goods Under Perfect and Imperfect Competition (National Bureau of Economic Research, Cambridge, MA).Crossref, Google Scholar
• Huang Y, Morozov I (2025) The promotional effects of live streams by Twitch influencers. Marketing Sci. 44(4):916–932.Link, Google Scholar
• Jain S, Kannan PK (2002) Pricing of information products on online servers: Issues, models, and analysis. Management Sci. 48(9):1123–1142.Link, Google Scholar
• Jin GZ, Kato A (2006) Price, quality, and reputation: Evidence from an online field experiment. RAND J. Econom. 37(4):983–1005.Crossref, Google Scholar
• Kim BD, Rossi PE (1994) Purchase frequency, sample selection, and price sensitivity: The heavy-user bias. Marketing Lett. 5(1):57–67.Crossref, Google Scholar
• Le Q, Tomas M (2014) Distributed representations of sentences and documents. Internat. Conf. Machine Learn. (PMLR), 1188–1196.Google Scholar
• Lin Y, Yao D, Chen X (2021) EXPRESS: Happiness begets money: Emotion and engagement in live streaming. J. Marketing Res. 58(3):417–438. Crossref, Google Scholar
• Lu S, Yao D, Chen X, Grewal R (2021) Do larger audiences generate greater revenues under pay what you want? Evidence from a live streaming platform. Marketing Sci. 40(5):964–984.Link, Google Scholar
• Nevo A (2001) Measuring market power in the ready-to-eat cereal industry. Econometrica 69(2):307–342.Crossref, Google Scholar
• Oster E (2019) Unobservable selection and coefficient stability: Theory and evidence. J. Bus. Econom. Statist. 37(2):187–204.Crossref, Google Scholar
• Rifkin JR, Du KM, Cutright KM (2023) The preference for spontaneity in entertainment. J. Consumer Res. 50(3):597–616.Crossref, Google Scholar
• Sargan JD (1958) The estimation of economic relationships using instrumental variables. Econom. J. Econom. Soc. 26(3):393–415.Google Scholar
• Shugan SM, Xie J (2000) Advance pricing of services and other implications of separating purchase and consumption. J. Service Res. 2(3):227–239.Crossref, Google Scholar
• Simonov A, Ursu RM, Zheng C (2023) Suspense and surprise in media product design: Evidence from twitch. J. Marketing Res. 60(1):1–24.Crossref, Google Scholar
• Stock JH, Yogo M (2002) Testing for weak instruments in linear IV regression.Google Scholar
• Tellis GJ (1988) The price elasticity of selective demand: A meta-analysis of econometric models of sales. J. Marketing Res. 25(4):331–341.Crossref, Google Scholar
• Tian Z, Dew R, Iyengar R (2024) Mega or micro? Influencer selection using follower elasticity. J. Marketing Res. 61(3):472–495.Crossref, Google Scholar
• Toubia O, Stephen AT (2013) Intrinsic vs. image-related utility in social media: Why do people contribute content to twitter? Marketing Sci. 32(3):368–392.Link, Google Scholar
• Train KE (2009) Discrete Choice Methods with Simulation (Cambridge University Press, Cambridge, UK).Crossref, Google Scholar
• Vosgerau J, Wertenbroch K, Carmon Z (2006) Indeterminacy and live television. J. Consumer Res. 32(4):487–495.Crossref, Google Scholar
• Wies S, Bleier A, Edeling A (2023) Finding goldilocks influencers: How follower count drives social media engagement. J. Marketing 87(3):383–405.Crossref, Google Scholar
• Xie J, Shugan SM (2001) Electronic tickets, smart cards, and online prepayments: When and how to advance sell. Marketing Sci. 20(3):219–243.Link, Google Scholar
• Yoganarasimhan H (2013) The value of reputation in an online freelance marketplace. Marketing Sci. 32(6):860–891.Link, Google Scholar
• Yu C (2024) The welfare effects of sponsored product advertising. Preprint, submitted May 7, http://dx.doi.org/10.2139/ssrn.4817542.Google Scholar