{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,12,23]],"date-time":"2025-12-23T12:32:54Z","timestamp":1766493174565,"version":"build-2065373602"},"reference-count":44,"publisher":"MDPI AG","issue":"1","license":[{"start":{"date-parts":[[2025,3,20]],"date-time":"2025-03-20T00:00:00Z","timestamp":1742428800000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"National Social Science Foundation of China","award":["24AGL017","2024JCYJ036","ZR2022MG074"],"award-info":[{"award-number":["24AGL017","2024JCYJ036","ZR2022MG074"]}]},{"name":"Fundamental Research Projects of Science &amp; Technology Innovation and Development Plan in Yantai City","award":["24AGL017","2024JCYJ036","ZR2022MG074"],"award-info":[{"award-number":["24AGL017","2024JCYJ036","ZR2022MG074"]}]},{"name":"Shandong Provincial Natural Science Foundation, China","award":["24AGL017","2024JCYJ036","ZR2022MG074"],"award-info":[{"award-number":["24AGL017","2024JCYJ036","ZR2022MG074"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>The different combinations of streaming media modes and product types influence the sales performance of streaming e-commerce. However, which combination is more effective in boosting product sales is unclear. Drawing on the cognitive fit theory, we collected sales data from 564 short videos and live streams on TikTok to investigate how the interaction of streaming media mode and product type impacts streaming e-commerce sales quantity. This study reveals that short video e-commerce works better at selling search products. In contrast, live-streaming e-commerce excels at boosting experience products, particularly expensive ones. Furthermore, the interaction effect between streaming e-commerce mode and product type is more significantly affected by low-priced products. This research contributes to understanding streaming e-commerce and offers valuable insights for e-commerce stakeholders.<\/jats:p>","DOI":"10.3390\/jtaer20010053","type":"journal-article","created":{"date-parts":[[2025,3,20]],"date-time":"2025-03-20T09:17:39Z","timestamp":1742462259000},"page":"53","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":3,"title":["Exploring the Interaction Between Streaming Modes and Product Types in E-Commerce Sales"],"prefix":"10.3390","volume":"20","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-5833-9619","authenticated-orcid":false,"given":"Yongqing","family":"Yang","sequence":"first","affiliation":[{"name":"School of Management Science and Engineering, Shandong Technology and Business University, Yantai 264209, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Yidan","family":"Zhao","sequence":"additional","affiliation":[{"name":"School of Management Science and Engineering, Shandong Technology and Business University, Yantai 264209, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-2964-4518","authenticated-orcid":false,"given":"William","family":"Yeoh","sequence":"additional","affiliation":[{"name":"Lee Shau Kee School of Business and Administration, Hong Kong Metropolitan University, Hong Kong, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Cong","family":"Qi","sequence":"additional","affiliation":[{"name":"Department of Management and Marketing, The Hong Kong Polytechnic University, Hong Kong, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Hui","family":"Jiang","sequence":"additional","affiliation":[{"name":"School of Management Science and Engineering, Shandong Technology and Business University, Yantai 264209, China"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2025,3,20]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1007\/s10257-017-0339-x","article-title":"Exploring user acceptance of streaming media devices: An extended perspective of flow theory","volume":"16","author":"Yang","year":"2018","journal-title":"Inf. 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