Journal article
Unveiling the influence of streamer characteristics on sales performance in live streaming commerce
Electronic commerce research and applications, Vol.72, 101510
07/01/2025
DOI: 10.1016/j.elerap.2025.101510
Abstract
•The study employs a unique dataset of 120,794 live streaming sessions from 597 streamers on the Douyin platform, providing robust empirical evidence.•It contributes to social influence theory by providing a systematic classification of informational and normative social influence factors regarding streamers’ characteristics.•Previous sales, total views, number of live commercial products and live streaming duration positively influence sales performance.•Significant heterogeneities across identity types, industry types, and authentication statuses.
It is known that streamers play a special role in live streaming commerce, but there is a huge discrepancy in sales performance resulting from different characteristics of streamers. This study applies social influence theory to systematically analyze how streamer characteristics interact to affect sales performance. Using a unique dataset of 120,794 live streaming records from 597 streamers on Douyin platform, we establish a fixed effects model with unbalanced panel data. The results show that previous sales have strong momentum effects. Total views, number of live commercial products and live streaming duration all have a positive impact on sales volumes. Heterogeneity analysis reveals significant differences across identity types, industry types, and authentication statuses, with celebrities, streamers from entertainment and leisure sectors, and unverified streamers showing the strongest gains. These findings provide empirical evidence to guide streamers and platforms in optimizing marketing strategies in the competitive live streaming commerce.
Details
- Title: Subtitle
- Unveiling the influence of streamer characteristics on sales performance in live streaming commerce
- Creators
- Xingpeng Xu - Shanghai University of Finance and EconomicsQingfeng Zeng - Shanghai University of Finance and EconomicsRi Na - Shanghai Business SchoolWeiguo Fan - Tippie College of Business, University of Iowa, 108 John Pappajohn Business Building, Iowa City, IA 52242, USA
- Resource Type
- Journal article
- Publication Details
- Electronic commerce research and applications, Vol.72, 101510
- DOI
- 10.1016/j.elerap.2025.101510
- ISSN
- 1567-4223
- eISSN
- 1873-7846
- Publisher
- Elsevier B.V
- Grant note
- Major Program of National Natural Science Foundation of China: 72394360, 72394364 Fundamental Research Funds for the Central Universities: "High-Quality Development of Digital Economy: An Investigation of Characteristics and Driving Strategies": 2023110139
This research was supported by the Major Program of National Natural Science Foundation of China (Grant number: 72394360, 72394364) and the Fundamental Research Funds for the Central Universities: "High-Quality Development of Digital Economy: An Investigation of Characteristics and Driving Strategies" (Grant number: 2023110139) .
- Language
- English
- Date published
- 07/01/2025
- Academic Unit
- Business Analytics
- Record Identifier
- 9984824327102771
Metrics
37 Record Views