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Characteristics and roles of streamers in e-commerce live streaming

Author

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  • Shengliang Zhang
  • Chaoying Huang
  • Xiaodong Li
  • Ai Ren

Abstract

Streamers are the individuals at the core of e-commerce live streaming (ELS), which is a successful influencer marketing strategy. However, a systematic profile of ELS streamers is lacking. This study aims to investigate the roles and characteristics of ELS streamers, as well as their matching relationships, by applying the grounded theory method to analyze semi-structured interviews of 96 consumers. Eight characteristics of ELS streamers (expertise, attractiveness, credibility, interactivity, popularity, price support, affinity, and responsiveness) are identified and further classified into four roles (opinion leader, spokesperson, interactive friend, and salesperson). This study is the first to create a role set for ELS streamers and the first to systematically elucidate the roles of ELS streamers and their corresponding characteristics. It not only supplements e-commerce, influencer marketing, and role theory research by identifying new characteristics and roles of ELS streamers, but it also provides a clear framework practitioners can use to train streamers.

Suggested Citation

  • Shengliang Zhang & Chaoying Huang & Xiaodong Li & Ai Ren, 2022. "Characteristics and roles of streamers in e-commerce live streaming," The Service Industries Journal, Taylor & Francis Journals, vol. 42(13-14), pages 1001-1029, October.
    • Handle: RePEc:taf:servic:v:42:y:2022:i:13-14:p:1001-1029
    DOI: 10.1080/02642069.2022.2068530
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    Cited by:

    1. Hu, Hai-hua & Ma, Fang, 2023. "Human-like bots are not humans: The weakness of sensory language for virtual streamers in livestream commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    2. 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.
    3. Zhijie Song & Chang Liu & Rui Shi, 2022. "How Do Fresh Live Broadcast Impact Consumers’ Purchase Intention? Based on the SOR Theory," Sustainability, MDPI, vol. 14(21), pages 1-16, November.
    4. Yang, Xiao & Liu, Ying & Dong, Jichang & Li, Sirui, 2023. "Impact of streamers’ characteristics on sales performance of search and experience products: Evidence from Douyin," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    5. Tinggui Chen & Chenhao Tong & Yuhan Bai & Jianjun Yang & Guodong Cong & Tianluo Cong, 2022. "Analysis of the Public Opinion Evolution on the Normative Policies for the Live Streaming E-Commerce Industry Based on Online Comment Mining under COVID-19 Epidemic in China," Mathematics, MDPI, vol. 10(18), pages 1-27, September.
    6. Xin, Baogui & Hao, Yaru & Xie, Lei, 2023. "Strategic product showcasing mode of E-commerce live streaming," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

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