IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v70y2023ics0969698922002569.html
   My bibliography  Save this article

The impact of live streamers' improvisational responses to unexpected events on their entrepreneurial performance

Author

Listed:
  • Wu, Daoyou
  • Guo, Kun
  • He, Qiuyan
  • Zhang, Ju

Abstract

With the rapid development of the live streaming industry in recent years, the number of live streaming platforms and streamers has experienced explosive growth in China. However, owing to the low entry threshold of the industry and the lack of relevant professional training, many e-commerce live streamers lack specific skills to handle unexpected events, such as unstable network signals and negative viewer comments. Therefore, it is particularly important for live streamers to improvise. This study examines how the improvisation ability can affect the performance of live streamers. We collected 314 live videos with emergencies or unexpected scenes from 198 live streamers on Taobao Live, one of the biggest live streaming platforms in China. Furthermore, using the expert assessment method additional data was collected and then the impact of live streamers' improvisational responses to unexpected events on entrepreneurial performance was examined. The results show that live streamers' improvisation has a significant positive impact on entrepreneurial performance. Moreover, consumer perceived value partially mediates the effect of improvisation on entrepreneurial performance, while streamer-product congruence negatively moderates the relationship between improvisation and entrepreneurial performance.

Suggested Citation

  • Wu, Daoyou & Guo, Kun & He, Qiuyan & Zhang, Ju, 2023. "The impact of live streamers' improvisational responses to unexpected events on their entrepreneurial performance," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    • Handle: RePEc:eee:joreco:v:70:y:2023:i:c:s0969698922002569
    DOI: 10.1016/j.jretconser.2022.103163
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698922002569
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2022.103163?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Yang, Feng & Tang, Jing & Men, Jinqi & Zheng, Xiabing, 2021. "Consumer perceived value and impulse buying behavior on mobile commerce: The moderating effect of social influence," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    2. Wongkitrungrueng, Apiradee & Assarut, Nuttapol, 2020. "The role of live streaming in building consumer trust and engagement with social commerce sellers," Journal of Business Research, Elsevier, vol. 117(C), pages 543-556.
    3. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    4. Dusya Vera & Mary Crossan, 2005. "Improvisation and Innovative Performance in Teams," Organization Science, INFORMS, vol. 16(3), pages 203-224, June.
    5. Hmieleski, Keith M. & Corbett, Andrew C., 2008. "The contrasting interaction effects of improvisational behavior with entrepreneurial self-efficacy on new venture performance and entrepreneur work satisfaction," Journal of Business Venturing, Elsevier, vol. 23(4), pages 482-496, July.
    6. Carlson, Jamie & O’Cass, Aron & Ahrholdt, Dennis, 2015. "Assessing customers’ perceived value of the online channel of multichannel retailers: A two country examination," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 90-102.
    7. Septa Akbar Aulia & Inda Sukati & Zuraidah Sulaiman, 2016. "A Review: Customer Perceived Value and its Dimension," Asian Journal of Social Sciences and Management Studies, Asian Online Journal Publishing Group, vol. 3(2), pages 150-162.
    8. Li, You & Li, Xiaolin & Cai, Jiali, 2021. "How attachment affects user stickiness on live streaming platforms: A socio-technical approach perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    9. Lena Steinhoff & Denni Arli & Scott Weaven & Irina V. Kozlenkova, 2019. "Online relationship marketing," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 369-393, May.
    10. Kahle, Lynn R & Homer, Pamela M, 1985. "Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(4), pages 954-961, March.
    11. Xiaoxiao Gong & Zuoliang Ye & Kuo Liu & Na Wu, 2020. "The Effects of Live Platform Exterior Design on Sustainable Impulse Buying: Exploring the Mechanisms of Self-Efficacy and Psychological Ownership," Sustainability, MDPI, vol. 12(6), pages 1-16, March.
    12. Katalin Takacs Haynes & Amy Hillman, 2010. "The effect of board capital and CEO power on strategic change," Strategic Management Journal, Wiley Blackwell, vol. 31(11), pages 1145-1163, November.
    13. Septa Akbar Aulia & Inda Sukati & Zuraidah Sulaiman, 2016. "A Review: Customer Perceived Value and its Dimension," Asian Journal of Social Sciences and Management Studies, Asian Online Journal Publishing Group, vol. 3(2), pages 150-162.
    14. Chi, Ting & Kilduff, Peter P.D., 2011. "Understanding consumer perceived value of casual sportswear: An empirical study," Journal of Retailing and Consumer Services, Elsevier, vol. 18(5), pages 422-429.
    15. Misra, Shekhar & Beatty, Sharon E., 1990. "Celebrity spokesperson and brand congruence : An assessment of recall and affect," Journal of Business Research, Elsevier, vol. 21(2), pages 159-173, September.
    16. Serguei Netessine & Sergei Savin & Wenqiang Xiao, 2006. "Revenue Management Through Dynamic Cross Selling in E-Commerce Retailing," Operations Research, INFORMS, vol. 54(5), pages 893-913, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Dastane, Omkar & Goi, Chai Lee & Rabbanee, Fazlul, 2020. "A synthesis of constructs for modelling consumers’ perception of value from mobile-commerce (M-VAL)," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    2. Chunhui Huo & Xiaorui Wang & Muhammad Waqas Sadiq & Ming Pang, 2023. "Exploring Factors Affecting Consumer’s Impulse Buying Behavior in Live-Streaming Shopping: An Interactive Research Based Upon SOR Model," SAGE Open, , vol. 13(2), pages 21582440231, May.
    3. Xiaojun Mai & Fauziah Sheikh Ahmad & Jiayi Xu, 2023. "A Comprehensive Bibliometric Analysis of Live Streaming Commerce: Mapping the Research Landscape," SAGE Open, , vol. 13(4), pages 21582440231, December.
    4. Benamar, Lamya & Balagué, Christine & Zhong, Zeling, 2020. "Internet of Things devices appropriation process: The Dynamic Interactions Value Appropriation (DIVA) framework," Technovation, Elsevier, vol. 89(C).
    5. Bryan Cheng-Yu Hsu & Yu-Feng Wu & Hsin-Wei Chen & Man-Lai Cheung, 2020. "How Sport Tourism Event Image Fit Enhances Residents’ Perceptions of Place Image and Their Quality of Life," Sustainability, MDPI, vol. 12(19), pages 1-14, October.
    6. Ilicic, Jasmina & Webster, Cynthia M., 2011. "Effects of multiple endorsements and consumer–celebrity attachment on attitude and purchase intention," Australasian marketing journal, Elsevier, vol. 19(4), pages 230-237.
    7. Prarawan Senachai & Puthipong Julagasigorn, 2024. "Retail mix instruments influencing customer perceived value and customer engagement: a conceptual framework and research agenda," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    8. Erfgen, Carsten & Zenker, Sebastian & Sattler, Henrik, 2015. "The vampire effect: When do celebrity endorsers harm brand recall?," International Journal of Research in Marketing, Elsevier, vol. 32(2), pages 155-163.
    9. Carlson, Jamie & Rahman, Mohammad M. & Taylor, Alexander & Voola, Ranjit, 2019. "Feel the VIBE: Examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 149-162.
    10. Li Xiong, 2022. "Improvise to win: the relationship between entrepreneurial improvisation and start-up competitive advantage," Asian Business & Management, Palgrave Macmillan, vol. 21(2), pages 184-204, April.
    11. Jessica Alzamora-Ruiz & María Fuentes-Fuentes & Myriam Martinez-Fiestas, 2021. "Together or separately? Direct and synergistic effects of Effectuation and Causation on innovation in technology-based SMEs," International Entrepreneurship and Management Journal, Springer, vol. 17(4), pages 1917-1943, December.
    12. Zhani, Najlae & Mouri, Nacef & Ahmed, Tariq, 2022. "The role of mobile value and trust as drivers of purchase intentions in m-servicescape," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    13. Yeo, Sook Fern & Tan, Cheng Ling & Kumar, Ajay & Tan, Kim Hua & Wong, Jee Kit, 2022. "Investigating the impact of AI-powered technologies on Instagrammers’ purchase decisions in digitalization era–A study of the fashion and apparel industry," Technological Forecasting and Social Change, Elsevier, vol. 177(C).
    14. Liao, Miyan & Fang, Jiaming & Han, Lintong & Wen, Ling & Zheng, Qiqi & Xia, Guoen, 2023. "Boosting eCommerce sales with livestreaming in B2B marketplace: A perspective on live streamers’ competencies," Journal of Business Research, Elsevier, vol. 167(C).
    15. Xu, Xiaoping & Yang, Yuanyuan & Zhang, Juzhi & Cheng, T.C.E., 2023. "Live streaming platform operations and coordination under the cap-and-trade regulation: Platform-enabled mode versus platform-agency mode," International Journal of Production Economics, Elsevier, vol. 260(C).
    16. Leyla Jaoued-Abassi & Jean-Louis Chandon, 2007. "Celebrity endorsement in advertising: Are celebrity ads more effective than ads with unknown model or pure product ads? [Endossement par les célébrités : Les annonces avec endosseur célèbre sont-el," Post-Print hal-01128179, HAL.
    17. Adomako, Samuel & Opoku, Robert A. & Frimpong, Kwabena, 2018. "Entrepreneurs' improvisational behavior and new venture performance: Firm-level and institutional contingencies," Journal of Business Research, Elsevier, vol. 83(C), pages 10-18.
    18. Alnawas, Ibrahim & Al Khateeb, Amr & El Hedhli, Kamel, 2023. "The effects of app-related factors on app stickiness: The role of cognitive and emotional app relationship quality," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    19. Cho, Yoon-Na & Baskin, Ernest, 2018. "It's a match when green meets healthy in sustainability labeling," Journal of Business Research, Elsevier, vol. 86(C), pages 119-129.
    20. Yini Chen & Ting Chi, 2021. "How Does Channel Integration Affect Consumers’ Selection of Omni-Channel Shopping Methods? An Empirical Study of U.S. Consumers," Sustainability, MDPI, vol. 13(16), pages 1-29, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:70:y:2023:i:c:s0969698922002569. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.