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Livestream shopping has become popular as one of the online shopping media. However, various streamers\u2019 malicious selling behaviors have been reported. In this research, we sought to explore streamers\u2019 malicious selling strategies and understand how viewers perceive these strategies. First, we recorded 40 livestream shopping sessions from two popular livestream platforms in China\u2014Taobao, and TikTok. We identified 16 malicious selling strategies that were used to deceive, coerce, or manipulate viewers and found that platform designs enhanced nine of the malicious selling strategies. Second, through an interview study with 13 viewers, we report three challenges of overcoming malicious selling in relation to imbalanced power between viewers, streamers, and the platforms. We conclude by discussing the policy and design implications of countering malicious selling.<\/jats:p>","DOI":"10.1145\/3577199","type":"journal-article","created":{"date-parts":[[2022,12,22]],"date-time":"2022-12-22T12:27:52Z","timestamp":1671712072000},"page":"1-29","update-policy":"https:\/\/doi.org\/10.1145\/crossmark-policy","source":"Crossref","is-referenced-by-count":36,"title":["Malicious Selling Strategies in Livestream E-commerce: A Case Study of Alibaba\u2019s Taobao and ByteDance\u2019s TikTok"],"prefix":"10.1145","volume":"30","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-4991-1393","authenticated-orcid":false,"given":"Qunfang","family":"Wu","sequence":"first","affiliation":[{"name":"Syracuse University"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-8876-7542","authenticated-orcid":false,"given":"Yisi","family":"Sang","sequence":"additional","affiliation":[{"name":"Syracuse University"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-9371-9441","authenticated-orcid":false,"given":"Dakuo","family":"Wang","sequence":"additional","affiliation":[{"name":"Northeastern University"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7761-6351","authenticated-orcid":false,"given":"Zhicong","family":"Lu","sequence":"additional","affiliation":[{"name":"City University of Hong Kong"}]}],"member":"320","published-online":{"date-parts":[[2023,6,10]]},"reference":[{"issue":"4","key":"e_1_3_2_2_2","doi-asserted-by":"crossref","first-page":"393","DOI":"10.1002\/cb.116","article-title":"Use it or lose it: Purchase acceleration effects of time-limited promotions","volume":"2","author":"Aggarwal Praveen","year":"2003","unstructured":"Praveen Aggarwal and Rajiv Vaidyanathan. 2003. 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