Way to success: Understanding top streamer's popularity and influence from the perspective of source characteristics |
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| Institution: | 1. School of Maritime Economics and Management, Dalian Maritime University, Dalian, 116026, China;2. School of Business Administration, Southwestern University of Finance and Economics, Chengdu, 611130, China;3. School of Management Science and Engineering, Dongbei University of Finance and Economics, Dalian, 116025, China;1. School of Information Management, Jiangxi University of Finance and Economics, Nanchang, 330032, China;2. School of Management, Wuhan Textile University, Wuhan, 430200, China;3. Faculty of Information Technology, University of Jyvaskyla, Jyvaskyla, 400014, Finland;4. School of Business, Nanchang Jiaotong Institute, Nanchang, 330100, China;1. School of Business Administration, Zhejiang Gongshang University, Zhejiang, China;2. Zheshang Research Institute, Zhejiang Gongshang University, Zhejiang, China;3. College of Business, The University of Alabama in Huntsville, AL, USA;4. Southern University of Science and Technology, Shenzhen, China;1. School of Business, Renmin University of China, Beijing, China;2. Brunel University, Uxbridge, UB8 3PH, UK;3. Jinan University, Guangzhou, China;1. Dalian University of Foreign Languages, Center for Chinese Culture Overseas Communication, and Business School, #6 Lvshun South Road Western Section, Dalian, 116044, China;2. Dalian University of Foreign Languages, Institute of Belt-Road Urban & Regional Development, and Business School, #6 Lvshun South Road Western Section, Dalian, 116044, China;3. The Ohio State University, Consumer Sciences, Department of Human Sciences, #245 Campbell Hall, Columbus, OH, 43201, USA;4. Shanghai University, SILC Business School, Chengzhong Road, Jading, Shanghai, 200444, China;1. UCSI Graduate Business School, UCSI University, No. 1 Jalan Menara Gading, UCSI Heights, 56000, Cheras, Kuala Lumpur, Malaysia;2. Emerging Markets Research Centre (EMaRC), School of Management, Room #323 Swansea University, Bay Campus, Fabian Bay, Swansea SA1 8EN, Wales, UK;3. Symbiosis Institute of Business Management, Pune & Symbiosis International (Deemed University), Pune, India;4. School of Finance and Economics, Nanchang Institute of Technology, Nan Chang City, Jiang Xi Province, People’s Republic of China;5. College of Management, Chang Jung Christian University, Tainan City, Guiren District, Taiwan;6. Indian Institute of Management Nagpur, India |
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| Abstract: | Live streaming opens a new way for selling products, in which the streamer plays a leading role. Whereas e-commerce live streaming has become ever-increasingly prevalent, how to attract viewers and improve the conversion rate have become problems bothering lots of streamers. Based on 245 viewers' experience of watching top streamers' live streams, we try to find a successful way for small streamers from the perspective of streamer characteristics. This study identifies streamer characteristics from three aspects (attractiveness, competence, and communication style) and examines their effects on streamer's popularity and consumer's behavioral intentions. The results show that beauty, expertise, humor, and passion are all proved to be positively related to hedonic value, and both warmth and expertise are positively related to utilitarian value. Meantime, the results highlight the importance of expertise while beauty shows minor importance. Streamer's popularity can only lead to watching intention, it shows no effect on consumer's purchase intention. These findings highlight streamer characteristics as key factors in affecting streamers' popularity and consumers' watching and purchase intentions and its complex effect in live streaming and marketing. |
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| Keywords: | E-commerce live streaming Streamer characteristics Perceived value Popularity |
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