Characteristics and roles of streamers in e-commerce live streaming

Zhang, Shengliang; Huang, Chaoying; Li, Xiaodong; Ren, Ai

doi:10.1080/02642069.2022.2068530

Cited by 42 publications

(16 citation statements)

References 61 publications

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“…At present, mobile Internet and digital technology have doubled the amount of information. Zhang S. et al (2022) reveal that credibility can be enhanced through live interactivity (active control, two-way communication, synchronicity) and technical enablers (visibility, personalization), consequently affects continuance intention, in addition, live stream genres moderate the impact of different types of credibility on continuance intention. Consumers need to spend a lot of time and energy to screen information, compare and screen the goods they want to buy.…”

Section: Theoretical Background and Literature Reviewmentioning

confidence: 98%

An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure

Dong

Wang²,

Qin³

2023

Front. Psychol.

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Based on the Stimulus-Organism-Response (S-O-R) model, this paper studies the impulsive consumption mechanism of consumers participating in livestreaming e-commerce from the perspectives of information source characteristics and social presence and examines the mediating effect of flow experience and the moderating effect of time pressure. Based on the consumption data of 268 live shoppers, multiple regression analysis and Bootstrap method were used to test the research hypothesis. The empirical results show that the credibility, professionalism, attractiveness, and interactivity of live information sources have significant positive impacts on consumers’ flow experience and impulsive consumption intention. Furthermore, coexistence, communication and emotional presence of social presence have a significant positive impact on consumers’ flow experience and impulsive consumption intention. Flow experience plays part of the mediating role in the process of the characteristics of livestreaming information sources and social presence affecting consumers’ impulsive consumption intention, while time pressure has a positive moderating effect in the relationship between livestreaming information source characteristics and coexistence presence and flow experience. The higher the time pressure, the stronger the promotion of live information source characteristics and coexistence presence on flow experience. This study enriches the research literature on the consumption driving mechanism of livestreaming e-commerce and offers practical enlightenment and reference to improve the effectiveness of livestreaming e-commerce anchors. It is also one of the first studies to apply the theory of flow and social presence to the impulsive consumption intention of livestreaming e-commerce.

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Section: Theoretical Background and Literature Reviewmentioning

confidence: 98%

An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure

Dong

Wang²,

Qin³

2023

Front. Psychol.

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“…However, a higher‐quality ad also corresponds to a higher ad‐production cost. In our model, we still regard the ads as a hassle cost, since the live streaming mostly tends to be unscripted and not as well‐prepared as the traditional ads (Zhang, Huang, et al, 2022).…”

Section: The Modelmentioning

confidence: 99%

Fly or fall with the wings of live streamers? Quality signaling and platform governance in live streaming commerce

Yu,

Liu

2024

Manage Decis Econ

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Platforms play a regulatory role in governing live streamers. We build an analytical model to study the platform governance and its impacts on the signaling effects of live streamers. Unlike traditional signaling games, we incorporate the interaction between consumers and live streamers, and the signaling costs also relate to platform governance. Results indicate that low marginal costs for governance do not necessarily induce the platform to govern live streamers rigorously, especially when consumers and live streamers lack interaction. Strict governance can help the signaling effects of live streamers.

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“…e.g., Geng et al (2020); Wang, Wang, et al (2022); Wongkitrungrueng et al (2020); Zhang, Huang, et al (2022)…”

Section: General Overviewmentioning

confidence: 99%

The commercial impact of live streaming: A systematic literature review and future research agenda

Kapitan

Phillips

2023

Int J Consumer Studies

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Live streaming allows streamers and viewers to watch, create, and share videos in real time on topics from gaming, shopping, and social channels to tourism and entertainment. It is distinct from earlier forms of social media in that it allows for real‐time interaction and is extremely synchronous. That makes live streaming an important new area of enquiry. Yet live streaming platforms, streamers, and scholars lack an informed structure from which to build more holistic understanding and strategy. Following the theory–context–characteristics–methodology framework, we undertake a framework‐based systematic literature review of 89 articles to source, review, and synthesize disparate findings in the arena of live streaming and live streaming commerce users' motivation and interactions. A dual stimulus–organism–response integrative framework is developed to further explore the characteristics of interaction and motivation factors. A future research agenda highlights areas of research focus that are critical next steps for scholars.

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Characteristics and roles of streamers in e-commerce live streaming

Cited by 42 publications

References 61 publications

An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure

An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure

Fly or fall with the wings of live streamers? Quality signaling and platform governance in live streaming commerce

The commercial impact of live streaming: A systematic literature review and future research agenda

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