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Way to success: Understanding top streamer's popularity and influence from the perspective of source characteristics

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  • Guo, Yuanyuan
  • Zhang, Kexin
  • Wang, Chaoyou

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.

Suggested Citation

  • Guo, Yuanyuan & Zhang, Kexin & Wang, Chaoyou, 2022. "Way to success: Understanding top streamer's popularity and influence from the perspective of source characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    • Handle: RePEc:eee:joreco:v:64:y:2022:i:c:s0969698921003520
    DOI: 10.1016/j.jretconser.2021.102786
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    3. 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).
    4. 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.
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    7. Yun, Jeewoo & Lee, Don & Cottingham, Michael & Hyun, Hyowon, 2023. "New generation commerce: The rise of live commerce (L-commerce)," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    8. 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).
    9. Xiao, Quan & Wan, Shanshan & Zhang, Xing & Siponen, Mikko & Qu, Lu & Li, Xia, 2022. "How consumers’ perceptions differ towards the design features of mobile live streaming shopping platform: A mixed-method investigation of respondents from Taobao Live," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    10. Zheng, Shiyong & Chen, Jiada & Liao, Junyun & Hu, Hsin-Li, 2023. "What motivates users' viewing and purchasing behavior motivations in live streaming: A stream-streamer-viewer perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    11. Mao, Zhaofang & Du, Zelin & Yuan, Ruiying & Miao, Qiqi, 2022. "Short-term or long-term cooperation between retailer and MCN? New launched products sales strategies in live streaming e-commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
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