Proceedings of the 2025 6th International Conference on Management Science and Engineering Management (ICMSEM 2025)

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Internet Celebrity Streamer or Enterprise Self-broadcast?

——Research on E-commerce Live Broadcast Type Selection Based on Stacking Ensemble Learning

Authors
Jianhua Dai1, Zijun Luo1, *
1School of Economics & Management, Nanjing University of Science and Technology, Nanjing, 210094, China
*Corresponding author. Email: zijun_595@163.com
Corresponding Author
Zijun Luo
Available Online 16 September 2025.
DOI
10.2991/978-94-6463-845-5_91How to use a DOI?
Keywords
Live Streaming E-commerce; Live Streaming Type Selection; Internet Celebrity Streamer; Enterprise Self-broadcast; Stacking Ensemble Learning
Abstract

Live streaming e-commerce can generate both economic and brand benefits for enterprises. When faced with the choice between enterprise self-broadcast and influencer live streaming - two formats that yield different outcomes - enterprises need to select the more suitable approach to maximize benefits. Based on evaluating the effectiveness of e-commerce live streaming and considering characteristics related to products, brands, and consumers, this study constructed a live streaming type selection model using Stacking ensemble learning. The model was empirically validated using live streaming data of infant products in the maternal and child goods industry. This research innovatively applies machine learning methods and product live streaming data to the selection of streaming types, providing valuable references for enterprises making decisions in live streaming e-commerce. The study still has several limitations. Future research could incorporate data from more live streaming platforms while refining the feature dimensions considered in streaming type selection, with the aim of further improving the model's predictive performance and adaptability. This would enable enterprises to make more scientific and precise decisions.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 6th International Conference on Management Science and Engineering Management (ICMSEM 2025)
Series
Atlantis Highlights in Economics, Business and Management
Publication Date
16 September 2025
ISBN
978-94-6463-845-5
ISSN
2667-1271
DOI
10.2991/978-94-6463-845-5_91How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Jianhua Dai
AU  - Zijun Luo
PY  - 2025
DA  - 2025/09/16
TI  - Internet Celebrity Streamer or Enterprise Self-broadcast?
BT  - Proceedings of the 2025 6th International Conference on Management Science and Engineering Management (ICMSEM 2025)
PB  - Atlantis Press
SP  - 933
EP  - 941
SN  - 2667-1271
UR  - https://doi.org/10.2991/978-94-6463-845-5_91
DO  - 10.2991/978-94-6463-845-5_91
ID  - Dai2025
ER  -