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Does a streamer's personality influence sales performance? Text mining evidence from Chinese live streaming e-commerce

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  • Chen, Yuangao
  • Hu, Shuyi
  • Hu, Pengxiang
  • Zhu, Liyuan
  • Zhou, Shasha
  • Yang, Shuiqing

Abstract

The popular streamer is the key determinant of the success of live streaming e-commerce (LSE). However, few studies have been conducted to understand streamers' personalities and their influence on LSE sales performance. This study collects 148,392 Weibo posts from 169 live streamers and identifies their Big Five personality traits by text mining. Then, we adopt regression models to investigate the relationship between streamers' personality traits and sales performance. The results show that a streamer's openness, conscientiousness, extraversion, and agreeableness are positively associated with sales performance, while neuroticism is negatively associated with sales. In addition, product category, as a moderating role, enhances the positive effect of streamers' conscientiousness on sales performance and weakens the negative effect of neuroticism on sales. This study provides insights into the evaluation of live streamer's personality and assists LSE practitioners in achieving better performance.

Suggested Citation

  • Chen, Yuangao & Hu, Shuyi & Hu, Pengxiang & Zhu, Liyuan & Zhou, Shasha & Yang, Shuiqing, 2026. "Does a streamer's personality influence sales performance? Text mining evidence from Chinese live streaming e-commerce," Technological Forecasting and Social Change, Elsevier, vol. 222(C).
    • Handle: RePEc:eee:tefoso:v:222:y:2026:i:c:s0040162525004044
    DOI: 10.1016/j.techfore.2025.124373
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