2021/11/20 by Qunfang Wu, Yisi Sang, Wu, Qunfang +5
Computer Science · Decision Sciences · Social Sciences · #Computers and Society (cs.CY) #Cryptography and Security (cs.CR) #Digital Marketing and Social Media #FOS: Computer and information sciences #Human-Computer Interaction (cs.HC) #Spam and Phishing Detection #Technology Adoption and User Behaviour
paper · pdf · doi:10.48550/arxiv.2111.10491
openalex publication_date 2021/11/20 · openalex created_date 2022/09/02 · openalex updated_date 2026/07/28
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 16 malicious selling strategies 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.