Research on the Impact of Bullet Emotion on the Sales Volume of E-commerce Broadcast Room

Xiwen Zhang

doi:10.47297/wspdecWSP2515-797320.20261001

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Research on the Impact of Bullet Emotion on the Sales Volume of E-commerce Broadcast Room

Volume 10, Issue 1

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Research on the Impact of Bullet Emotion on the Sales Volume of E-commerce Broadcast Room
Research on the Impact of Bullet Emotion on the Sales Volume of E-commerce Broadcast Room
University of Auckland, Auckland, 1010, New Zealand
Vol. 10, Issue 1, Pages: 100-104(2026)
Published：30 January 2026
DOI：10.47297/wspdecWSP2515-797320.20261001
Accepted：

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Zhang Xiwen.Research on the Impact of Bullet Emotion on the Sales Volume of E-commerce Broadcast Room[J].Development Economics of China,2026,10(01):100-104.
DOI：

Zhang Xiwen.Research on the Impact of Bullet Emotion on the Sales Volume of E-commerce Broadcast Room[J].Development Economics of China,2026,10(01):100-104. DOI： 10.47297/wspdecWSP2515-797320.20261001.

摘要

Abstract

E-commerce live streaming has become a major retail channel in China. Its defining feature is the interactive environment within live rooms

encompassing not only anchor–viewer communication but also viewer-to-viewer interactions. Despite bullet screens being a key form of such interaction

their influence on consumer behavior remains underexplored. This study constructs an empirical model using sales data to examine how bullet screen sentiment affects sales performance. Furthermore

it investigates the moderating role of product type on this relationship. The findings reveal that positive bullet screen sentiment significantly boosts sales. Moreover

this positive effect is particularly pronounced in live rooms selling search-type goods. These insights contribute to understanding the emotional dynamics in e-commerce live streaming and offer practical implications for optimizing engagement strategies.

关键词

Keywords

references

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