Due to the limitations imposed by the COVID-19 pandemic, many users have shifted their shopping patterns from offline to online. Livestream shopping has become popular as one of the online shopping media. However, many streamers' malicious selling behaviors have been reported. In this research, we sought to explore streamers' malicious selling strategies and understand how viewers perceive these strategies. First, we recorded 40 livestream shopping sessions from two popular livestream platforms in China -- Taobao and TikTok (or "Douyin" in Chinese). We identified four categories of malicious selling strategies (i.e., Restrictive, Deceptive, Covert, and Asymmetric) and found that platform designs enhanced these malicious selling strategies. Second, through an interview study with 13 viewers, we provide a rich description of viewers' awareness of malicious selling strategies and the challenges they encountered while trying to overcome malicious selling. We conclude by discussing the policy and design implications of countering malicious selling.
翻译：由于COVID-19大流行病的限制,许多用户将其购物模式从网外转向网上。Livestream购物作为在线购物媒体之一而变得受欢迎。然而,许多流者恶意销售行为被报道。在这项研究中,我们试图探索流者恶意销售策略,并了解观众如何看待这些策略。首先,我们记录了中国两个流行的流媒体平台 -- -- Taobao和TikTok(或中文“Douyin”) -- -- 的40次流视购物会议。我们确定了四种恶意销售策略(即限制、欺骗、隐蔽和对称),并发现平台设计加强了这些恶意销售策略。第二,通过与13名观众的访谈研究,我们对观众对恶意销售策略的认识以及他们在试图克服恶意销售过程中遇到的挑战作了丰富的描述。我们最后通过讨论打击恶意销售的政策和设计影响。
相关内容
微信扫码咨询专知VIP会员