E-commerce live streaming has garnered widespread social attention as a new marketing and social interaction method. Compared with traditional e-commerce models, e-commerce live streaming offers stronger interactivity and an immersive shopping experience for consumers. Drawing on the Kotler model and theoretical analysis, this study identifies four dimensions by which social attention impacts the sales volume of imported e-commerce live streaming. Subsequently, based on theoretical hypotheses and research models, this paper empirically quantifies the impact of communicativeness, identifiability, interactivity, and followability on the sales volume of imported e-commerce live streaming. The study employs mixed panel regression analysis, fixed-effects regression analysis, and random-effects regression analysis to select the most appropriate model. To minimize endogeneity, the panel fixed-effects model is ultimately chosen. The research findings indicate that communicativeness does not significantly affect the sales volume of imported e-commerce live streaming, while identifiability, interactivity, and followability have significant positive effects. Among them, interactivity has the most significant impact on sales volume, and followability has the strongest positive effect. Finally, the research results are summarized, and relevant suggestions are proposed for live streaming merchants and hosts, including precise marketing, enriching content, ensuring information transparency, and leveraging opinion leaders.

Yuewei Zhang. Factors Affecting Sales of Import E-Commerce Live Streaming in Cross-Border Trade. Academic Journal of Business & Management(2025), Vol. 7, Issue 4: 83-89. https://doi.org/10.25236/AJBM.2025.070410.

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