Popularity, face and voice: Predicting and interpreting livestreamers' retail performance using machine learning techniques
人气、面容与声音：用机器学习预测和解释主播销售表现
Livestreaming commerce, a hybrid of e-commerce and self-media, has expanded the broad spectrum of traditional sales performance determinants. To investigate the factors that contribute to the success of livestreaming commerce, we construct a longitudinal firm-level database with 19,175 observations, covering an entire livestreaming subsector. By comparing the forecasting accuracy of eight machine learning models, we identify a random forest model that provides the best…