The moderating effect of appearance on the impact of performance rankings in the live streaming market

Chen, Yasheng; Huang, Xian; Zhao, Sijia

doi:10.3389/fpsyg.2022.1011787

Cited by 3 publications

(3 citation statements)

References 74 publications

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“…Previous studies have mainly concentrated on using "stimulus organism-response" model (SOR) [11], theory of planned behavior (TPB) [12], and technology acceptance model (TAM) [13] to understand how platforms are used to sell goods or services and attract tips from viewers through livestreaming. The identified factors for viewer tipping in live stream shows include viewer engagement [14], perceived utilitarian, hedonic, and symbolic value of live streaming shows [15,16], live streamers' characteristics such as attractiveness and source credibility [17][18][19][20], and social interactions [21][22][23][24]. Unlike viewers of e-commerce-focused live streaming whose primary motivations are linked to the products advertised, viewers of pan-entertainment live streaming shows purchase virtual gifts to foster romantic connections with streamers and to display a good image of other viewers [25,26].…”

Section: Introductionmentioning

confidence: 99%

Gift-giving intentions in pan-entertainment live streaming: Based on social exchange theory

Zhang,

Liu

2024

PLoS ONE

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Pan-entertainment live streaming combines video with two-way communication and real-time viewer participation, allowing viewers to send virtual gifts to their favorite streamers. Drawing on social exchange theory, this study investigates the factors that influence viewers’ gift-giving intentions in live streaming from the perspectives of both viewers and streamers. It also explores the moderating role of streamers’ deceptive self-presentation. The theoretical framework is tested using AMOS and PROCESS Macro based on survey responses collected from 331 TikTok users in China. The results suggest that streamers’ attractiveness, expertise, parasocial interaction, and the viewers’ deceptive self-presentation significantly affect viewers’ gift-giving intention, and that streamers’ deceptive self-representation moderates the relationship between attractiveness, expertise, parasocial inter-action and the viewer’s consumer intention. These findings contribute to social exchange theory by highlighting the importance of streamers’ deceptive self-presentation in moderating the effects of attractiveness, expertise, parasocial interaction, and the viewer’s deceptive self-presentation on the viewer’s gift-giving intention.

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Section: Introductionmentioning

confidence: 99%

Gift-giving intentions in pan-entertainment live streaming: Based on social exchange theory

Zhang,

Liu

2024

PLoS ONE

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“…With the stride of network advancement, online communities have thrived as pivotal venues for public engagement and exchange, creating novel avenues for individuals' learning, socializing and collective pursuits [1,2]. Integrated deeply into these cyberspaces, webcasting has attracted growing users with its real-time interactivity to shape a distinctive cultural phenomenon [3,4].…”

Section: Introduction 1backgroundmentioning

confidence: 99%

A Study on Immersion and Intention to Pay in AR Broadcasting: Validating and Expanding the Hedonic Motivation System Adoption Mode

Tu,

Jia

2024

Sustainability

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With the rapid growth of online entertainment live streaming, how to continuously innovate and achieve long-term sustainability has become a major challenge for the industry. Augmented reality (AR) technology offers users immersive interactive experiences and potentially addresses this challenge. The aim of this study is to explore how AR technology influences key components of user online experience—immersion and intention to pay—using survey data. Building upon the Hedonic Motivation System Adoption Model (HMSAM), this research incorporates aesthetic variables to theoretically expand the model in order to gain a deeper understanding of the mechanisms influencing user behavior. A questionnaire survey was conducted to collect 450 valid samples. Detailed analysis was conducted using structural equation modeling. The findings confirm that aesthetic design significantly impacts users’ judgments of content value and perceived ease of use, generating positive effects at the perceptual level. Additionally, AR applications enhance the quality of user experience, thereby stimulating intrinsic motivations such as curiosity and joy. Further analysis indicates that users’ curiosity and perceived behavioral control directly influence the level of immersion and intention to pay. Overall, the research results offer important insights into industry applications. This study successfully expands the HMSAM theoretically by incorporating aesthetic variables to enhance the explanatory power of user judgment mechanisms. The analytical framework proposed aids in understanding the potential mechanisms of new technologies on customer experience and commercial value creation. The research findings provide guidelines for technological design and marketing strategies of streaming platforms.

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“…Previous studies have found that in the service industry, the appearance of service providers could in uence users' behavior. For example, in the live-streaming industry, the appearance of the host positively moderated the relationship between the host's effort and live performance [11]. However, there is currently no uni ed research conclusion on the in uence of appearance in professional elds.…”

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confidence: 99%

The Beauty Premium: Physicians’ Appearance and Patients’ Selection and Evaluation Behavior in Online Health Communities

Yang,

Ma,

Liu

2023

Preprint

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Background:With the development of information technology, online health communities (OHCs) are becoming an increasingly popular source of health information. Objectives: While the impact of appearance has been extensively studied in various research fields, its role in online health communities has received little attention. This study aims to evaluate the effect of physicians’ appearance on patients’ selection and evaluation behavior in online health communities, and explore the difference in the beauty premium among different types of physicians. Methods: Over 13,000 images of physicians and their relevant information were collected from Good Doctor website, which is now China’s leading OHC. We identified facial features in physicians’ photos based on deep learning and used Ordinary Least Squares (OLS) regression models to estimate the relationship between physicians’ appearance and patients’ behavior. We addressed the potential endogeneity issue by utilizing Propensity Score Matching (PSM) method. Results:This study found that physicians’ appearance positively impacts patients’ selection and evaluation behavior. In addition, heterogeneity analysis showed that the appearance of male, high titles, longer service duration, and surgical diseases physicians have a greater influence on patients’ behaviors. Conclusions: The beauty premium exists in online health communities. Therefore, this study provides new evidence on the impact of physicians’ facial appearance in online health communities, and provides useful insights for patients, physicians, and platforms about the relationship between physician’s structured or unstructured information and patients’ decision-making behaviors.

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The moderating effect of appearance on the impact of performance rankings in the live streaming market

Cited by 3 publications

References 74 publications

Gift-giving intentions in pan-entertainment live streaming: Based on social exchange theory

Gift-giving intentions in pan-entertainment live streaming: Based on social exchange theory

A Study on Immersion and Intention to Pay in AR Broadcasting: Validating and Expanding the Hedonic Motivation System Adoption Mode

The Beauty Premium: Physicians’ Appearance and Patients’ Selection and Evaluation Behavior in Online Health Communities

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