• Journal of the Korea Society of Computer and Information
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• v.29 no.10
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• pp.265-274
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• 2024

This study aims to explore the relationship between product assortment, streaming airtime, streaming hits views, and sales performance, while examining the moderating effects of weekends versus weekdays. The data used for the analysis consists of 2023 live commerce streaming information provided by Labangba Data Lab. A PLS(Partial Least Squares) model was employed because all variables were measured using formative indicators. The key findings are as follows: First, product assortment positively influences streaming hits views. Second, streaming airtime has a negative impact on streaming hits views. Third, streaming hits views positively affect sales performance. Finally, a positive moderating effect of weekends and weekdays on the relationship between streaming hits views and sales performance was identified. The study concludes with a discussion of theoretical and practical implications.