Livestream shopping is getting more and more popular as a new shopping form. Also, due to the COVID-19 pandemic, people have shifted to online shopping platforms. However, the broader user adoption comes with a cost -- many streamers' malicious selling incidents have recently been reported. In this study, we aim to explore streamers' malicious selling strategies and how viewers may perceive these strategies. First, we collected 40 livestream shopping sessions from two popular livestream platforms in China -- Taobao and Douyin (TikTok of Chinese version). We identified three categories of malicious selling strategies (i.e., Compulsive, Restrictive, and Designing) and found platform designs mostly enhanced these malicious selling strategies. Second, through an interview study with 13 end users, we provide a rich description of users' awareness of malicious selling strategies and challenges to counter malicious selling. We conclude the paper by discussing the policy and design implications to counter malicious selling.
翻译：上流购物作为一种新的购物形式越来越受欢迎。此外,由于COVID-19大流行,人们已经转向在线购物平台。然而,更广泛的用户采用,成本很高 -- -- 最近报告了许多流者恶意销售事件。在本研究中,我们的目标是探索流者恶意销售策略,以及观众如何看待这些策略。首先,我们从中国的两个流行的流媒体平台 -- -- Taobao和Douyin(中国版TikTok) -- -- 收集了40个活流购物课程。我们确定了三类恶意销售策略(即强迫性、限制性和设计),发现平台设计大都强化了这些恶意销售策略。第二,通过与13个终端用户的访谈研究,我们详细描述了用户对恶意销售策略的认识和打击恶意销售的挑战。我们通过讨论打击恶意销售的政策和设计影响来结束这份文件。
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