Research Article Understanding the role of streamers in livestreaming commerce:a vocal–visual perspective  

作　　者：Wei Gao Ning Jiang Feng Gu 

机构地区：[1]College of Economics and Management,Southwest University,Chongqing,People’s Republic of China [2]Antai College of Economics and Management,Shanghai Jiao Tong University,Shanghai,People’s Republic of China

出　　处：《Journal of Management Analytics》2023年第2期247-269,共23页管理分析学报（英文）

基　　金：supported by the National Natural Science Foundation of China[grant number 72202185];the Fundamental Research Funds for the Central Universities[grant number SWU2109521];the Chongqing Social Science Planning Project[grant number 2020BS60];the Innovation Research 2035 Pilot Plan of Southwest University[grant number SWUPilotPlan026].

摘　　要：Despite streamers having earned widespread attention,no studies have explored the relationship between streamers and customer engagement from a vocal–visual perspective in the livestreaming commerce context.Drawing on the elaboration likelihood model,we examine how streamers’speech rate and facial attractiveness influence customer engagement using 434 pieces of unstructured livestreaming video data extracted from Taobao.The findings show that speech rate is positively related to customer engagement behaviors.Facial attractiveness has a significant positive effect on the number of comments and viewers obtained,but it has no impact on the number of likes received in a livestream.Speech rate and facial attractiveness demonstrate a significant interaction effect,increasing customer engagement behaviors.Additionally,the numbers of comments and viewers obtained are positively related to sales performance.These results offer new insights into the vital role of streamers and provide practical implications for improving customer engagement in livestreaming commerce.

关 键 词：speech rate facial attractiveness customer engagement unstructured data livestreaming commerce 

分 类 号：F724.6[经济管理—产业经济]