IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v81y2024ics0969698924002686.html
   My bibliography  Save this article

Nonverbal communication of dual anchors in live streaming and its effects on sales

Author

Listed:
  • Liu, Jinghua
  • Zhao, Jichang

Abstract

Dual-anchor live streaming represents a fresh development in the e-commerce arena. Both anchors not only engage in real-time interactions with viewers but also share nonverbal communication cues among themselves. However, the impact of these nonverbal cues on sales remains a fascinating void. In our study, we initially devise metrics for dual-anchor nonverbal communication, encompassing response latency, direct gaze, facial animation, and physical distance, across both auditory and visual dimensions. Utilizing real sales pitches, consisting of video recordings and sales data, we develop econometric models to assess the influence of dual-anchor nonverbal communication on consumer purchasing behavior. We discover that these nonverbal cues significantly affect audience purchasing in an inverted U-shaped pattern. Moreover, the effect of response latency on purchase is negatively moderated by anchors' speech rate. Surprisingly, as external observers, audiences can discern the interpersonal dominance between anchors through these cues, and both exceedingly low and high levels of nonverbal dominance may reduce the anchors' persuasiveness. With well control of streamer-related confounders, our results underscore the pivotal importance of nonverbal communication between dual anchors and identify optimal levels of their nonverbal interactions, providing practical guidelines for live streaming professionals.

Suggested Citation

  • Liu, Jinghua & Zhao, Jichang, 2024. "Nonverbal communication of dual anchors in live streaming and its effects on sales," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
  • Handle: RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924002686
    DOI: 10.1016/j.jretconser.2024.103972
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698924002686
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.jretconser.2024.103972?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, 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).
    2. Song, Shijie & Yao, Xinlin & Zhao, Yuxiang Chris & Ba, Zhichao, 2024. "Get inspired and pay for the goods: An investigation of customer inspiration and purchase intention in livestream shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    3. Cheah, Chee Wei & Koay, Kian Yeik & Lim, Weng Marc, 2024. "Social media influencer over-endorsement: Implications from a moderated-mediation analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    4. Luo, Lijuan & Xu, Meiling & Zheng, Yujie, 2024. "Informative or affective? Exploring the effects of streamers’ topic types on user engagement in live streaming commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    5. Wassili Lasarov & Ulrich R Orth & Jochen Wirtz & Mirjam Holm, 2023. "Exploring the nonlinear influence of nonverbal dominance in marketing communicators: Instrumental outcomes, social outcomes, and persuasion," Post-Print hal-04184517, HAL.
    6. Lasarov, Wassili & Orth, Ulrich R. & Wirtz, Jochen & Holm, Mirjam, 2023. "Exploring the nonlinear influence of nonverbal dominance in marketing communicators: Instrumental outcomes, social outcomes, and persuasion," Journal of Business Research, Elsevier, vol. 168(C).
    7. 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).
    8. 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).
    9. Akhtar, Naeem & Siddiqi, Umar Iqbal & Gugnani, Ritika & Islam, Tahir & Attri, Rekha, 2024. "The potency of audiovisual attractiveness and influencer marketing: The road to customer behavioral engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    10. Das, Gopal, 2016. "Influence of salespersons' nonverbal communication cues on consumer shopping behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 199-206.
    11. Laradi, Sofiane & Alrawad, Mahmaod & Lutfi, Abdalwali & Agag, Gomaa, 2024. "Understanding factors affecting social commerce purchase behavior: A longitudinal perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    12. 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).
    13. 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).
    14. Christenson, Brett & Ringler, Christine & Sirianni, Nancy J., 2023. "Speaking fast and slow: How speech rate of digital assistants affects likelihood to use," Journal of Business Research, Elsevier, vol. 163(C).
    15. Huang, Qianru & Dastane, Omkar & Cham, Tat-Huei & Cheah, Jun-Hwa, 2024. "Is ‘she’ more impulsive (to pleasure) than ‘him’ during livestream e-commerce shopping?," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    16. Zhen, Xueping & Wang, Ping & Li, Xinran, 2024. "The Streamer's sales strategy choice considering sales effort," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ma, Xiangyang & Chen, Hongzhong & Lang, Xiaoping & Li, Tieshan & Wu, Niwei & Duong, Bao, 2024. "Research on the impact of streamers’ linguistic emotional valence on live streaming performance in live streaming shopping environments," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).

    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. Ma, Xiangyang & Chen, Hongzhong & Lang, Xiaoping & Li, Tieshan & Wu, Niwei & Duong, Bao, 2024. "Research on the impact of streamers’ linguistic emotional valence on live streaming performance in live streaming shopping environments," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    2. Fan, Xiaojun & Zhang, Lu & Guo, Xin & Zhao, Wenyu, 2024. "The impact of live-streaming interactivity on live-streaming sales mode based on game-theoretic analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    3. Li, Nianlin & Xuan, Changchun & Chen, Rui, 2024. "Different roles of two kinds of digital coexistence: The impact of social presence on consumers' purchase intention in the live streaming shopping context," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    4. Sirui Li & Ying Liu & Jing Su & Litao Duan & Hui Fu, 2024. "Men resist men: streamer-consumer gender match for advertising the functional benefits of heterogeneously priced utilitarian products," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-13, December.
    5. Wang, Zerong & Wang, Zeen & Rinprasertmeechai, Denisa & Worawan, Saechoen, 2024. "Understanding the effects of live streamers’ appearance and abilities in shaping consumer purchase: A cross-cultural empirical research," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    6. Zhang, Yanfen & Xu, Qi, 2024. "Consumer engagement in live streaming commerce: Value co-creation and incentive mechanisms," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    7. Yao, Ruiqi & Qi, Guijie & Wu, Zhiqiang & Sun, Hua & Sheng, Dongfang, 2024. "Digital human calls you dear: How do customers respond to virtual streamers’ social-oriented language in e-commerce livestreaming? A stereotyping perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    8. Sun, Jianmin & Sarfraz, Muddassar & Ivascu, Larisa & Han, Heesup & Ozturk, Ilknur, 2024. "Live streaming and livelihoods: Decoding the creator Economy's influence on consumer attitude and digital behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    9. Zhang, Cong & Pan, Siyu & Zhao, Yanhui, 2024. "More is not always better: Examining the drivers of livestream sales from an information overload perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    10. 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).
    11. Wang, Ying & Lan, Jiahui & Pan, Jialing & Fang, Lin, 2024. "How do consumers’ attitudes differ across their basic characteristics toward live-streaming commerce of green agricultural products: A preliminary exploration based on correspondence analysis, logis," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    12. Meng Tao & Faizan Alam & Eva Lahuerta-Otero & Chen Mengyuan, 2024. "Get Ready to Buy With Me: The Effect of Social Presence Interaction and Social Commerce Intention on S-commerce Live Streaming," SAGE Open, , vol. 14(1), pages 21582440241, March.
    13. Lu, Hsiao-Han & Chen, Ching-Fu & Tai, Yi-Wen, 2024. "Exploring the roles of vlogger characteristics and video attributes on followers’ value perceptions and behavioral intention," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    14. Li, Li & Chen, Xiaoting & Zhu, Peng, 2024. "How do e-commerce anchors' characteristics influence consumers’ impulse buying? An emotional contagion perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    15. Luo, Lijuan & Xu, Meiling & Zheng, Yujie, 2024. "Informative or affective? Exploring the effects of streamers’ topic types on user engagement in live streaming commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    16. 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).
    17. Ni, Shaowen & Ueichi, Hideo, 2024. "Factors influencing behavioral intentions in livestream shopping: A cross-cultural study," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    18. Peng, Lifang & Zhang, Na & Huang, Ling, 2024. "How the source dynamism of streamers affects purchase intention in live streaming e-commerce: Considering the moderating effect of Chinese consumers’ gender," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    19. Zhang, Yihan & Li, Kai & Qian, Chen & Li, Xiaotong & Yuan, Qinjian, 2024. "How real-time interaction and sentiment influence online sales? Understanding the role of live streaming danmaku," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    20. Luo, Xi & Cheah, Jun-Hwa & Hollebeek, Linda D. & Lim, Xin-Jean, 2024. "Boosting customers’ impulsive buying tendency in live-streaming commerce: The role of customer engagement and deal proneness," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).

    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:81:y:2024:i:c:s0969698924002686. 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.