From Live to Recording: Consumer Demand and Response to Price Across the Livestreaming Lifecycle
Using data from a knowledge-sharing platform that sells recorded versions of paid livestreams, this paper finds that demand is surprisingly more price sensitive before the event than after, which is explained partly by consumer self-selection and the lower quality uncertainty once the livestream ends.
Authors
- Ziwei Cong (ORCID: https://orcid.org/0000-0001-5196-7527)
- Jia Liu (ORCID: https://orcid.org/0000-0003-0990-9299)
- Puneet Manchanda (ORCID: https://orcid.org/0000-0002-2013-612X)
Institutions
- Georgetown University (US)
- Hong Kong University of Science and Technology (HK)
- Ross School (US)
- University of Hong Kong (HK)
Publication Details
- Journal
- Marketing Science
- Published
- 2026-10-07
- DOI
- https://doi.org/10.1287/mksc.2024.1281
- Primary Topic
- Consumer Market Behavior and Pricing
- Type
- article
- Field-Weighted Citation Impact
- 0.00