IDEAS home Printed from https://ideas.repec.org/a/taf/servic/v42y2022i13-14p1001-1029.html
   My bibliography  Save this article

Characteristics and roles of streamers in e-commerce live streaming

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/02642069.2022.2068530
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/02642069.2022.2068530?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.

    Citations

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


    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. 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).
    4. 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.
    5. Ki, Chung-Wha (Chloe) & Chenn, Ashley & Man Chong, Sze & Cho, Erin, 2024. "Is livestream shopping conceptually New? a comparative literature review of livestream shopping and TV home shopping research," Journal of Business Research, Elsevier, vol. 174(C).
    6. 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).
    7. 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.
    8. 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).

    More about this item

    Statistics

    Access and download statistics

    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:taf:servic:v:42:y:2022:i:13-14:p:1001-1029. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/FSIJ20 .

    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.