Hwang, Jaunghyun; Kim, Donggeun; Kim, Alex Jiyoung; … - 2024
This study investigates the adoption of live streaming commerce among the small and medium-sized enterprises (SMEs) in … commerce and changes on their sales. Specifically, we analyze actual sales data of 32 SMEs that were recruited and had no prior … live streaming commerce experience. By comparing SMEs' performance before and after adoption of live streaming commerce, we …