What does this research mean for the field?

Positive bullet screen sentiment significantly increases sales in e-commerce live streaming, an effect that is especially pronounced for search-type goods. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

This research aims to explore how bullet screen sentiment influences sales in e-commerce live streaming environments.

May 23, 2026DEVELOPMENT ECONOMICS OF CHINAOpen Access

Research on the Impact of Bullet Emotion on the Sales Volume of E-commerce Broadcast Room

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Authors

ZXZhang Xiwen

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Implication

Randomized trial investigates bullet screen sentiment effects on e-commerce sales, indicating strategic insights for sellers.

Key Points

This research aims to explore how bullet screen sentiment influences sales in e-commerce live streaming environments.
Constructed an empirical model using sales data to analyze the relationship between bullet screen sentiment and sales performance.
Examined the moderating effect of product type on the relationship.
Positive bullet screen sentiment increases sales volume significantly.
The positive impact of sentiment is stronger for search-type goods sold in live streaming.

Cite This Study

Zhang Xiwen (2026) studied this question.

synapsesocial.com/papers/6a11443848a409a3a49deaa8 https://doi.org/10.47297/wspdecwsp2515-797320.20261001

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