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Live comment is an emerging type of user-generated content in live streaming commerce. Nowadays, how to utilize the unique dynamic interaction pattern of live comments to improve consumer conversion rates has been a heated topic for academia and industry. However, research on the impact of live comments is still in its infancy. Existing research only examines a few aspects of the semantic content of live comments. Moreover, the dynamic characteristic of live comments is still underexplored. Based on the informative and persuasive nature of UGC, this study explores the information richness and sentiment valence of live comments content. Moreover, from a dynamic perspective, we construct measures to capture two key variables, peak information richness intensity and peak sentiment valence intensity of live comments during the product display period in order to examine their potential effects on live streaming product sales. 

周季蕾，葡京娱乐场官方网站 经济信息管理系师资博士后，北京大学光华管理葡京娱乐场官方网站 管理科学与信息系统系博士。研究兴趣关注智慧医养、商务智能等领域的决策支持机制和方法研究，研究方法聚焦机器学习、数据挖掘等技术与管理研究方法的交叉。研究成果发表于Decision Support Systems，Electronic Commerce Research and Applications等期刊。担任Information & Management，Information Technology & People等国际期刊匿名审稿人。