TY - JOUR
T1 - Do consumers stick with good-looking broadcasters?
T2 - The mediating and moderating mechanisms of motivation and emotion
AU - Dang-Van, Thac
AU - Vo-Thanh, Tan
AU - Vu, Thinh Truong
AU - Wang, Jianming
AU - Nguyen, Ninh
N1 - Funding Information:
This work is supported by the Major Project of the National Social Science Fund of China (No. 20ZDA087).
Publisher Copyright:
© 2022
PY - 2023/2
Y1 - 2023/2
N2 - Prior studies reported mixed results on how consumers respond to broadcasters’ physical attractiveness. To shed new light on this research gap, this study investigates the influence of broadcasters’ physical attractiveness on consumer engagement in live streaming e-commerce, with the mediating and moderating mechanisms of consumer motivation and emotion. Data were obtained from 810 consumers on the Taobao live streaming platform in China using a survey questionnaire. Structural equation modeling was adopted to analyze the data. Results show that broadcasters’ physical attractiveness is positively related to consumer engagement. Moreover, consumer motivation and emotion play mediating and moderating mechanisms in this relationship. The findings provide implications for researchers and business managers in understanding, recruiting, training, and developing broadcasters and influencing consumers’ motivation, emotion, and behavior in the live streaming e-commerce context.
AB - Prior studies reported mixed results on how consumers respond to broadcasters’ physical attractiveness. To shed new light on this research gap, this study investigates the influence of broadcasters’ physical attractiveness on consumer engagement in live streaming e-commerce, with the mediating and moderating mechanisms of consumer motivation and emotion. Data were obtained from 810 consumers on the Taobao live streaming platform in China using a survey questionnaire. Structural equation modeling was adopted to analyze the data. Results show that broadcasters’ physical attractiveness is positively related to consumer engagement. Moreover, consumer motivation and emotion play mediating and moderating mechanisms in this relationship. The findings provide implications for researchers and business managers in understanding, recruiting, training, and developing broadcasters and influencing consumers’ motivation, emotion, and behavior in the live streaming e-commerce context.
KW - Consumer engagement
KW - Emotion
KW - Live streaming e-commerce
KW - Motivation
KW - Physical attractiveness
UR - http://www.scopus.com/inward/record.url?scp=85145596495&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2022.113483
DO - 10.1016/j.jbusres.2022.113483
M3 - Article
AN - SCOPUS:85145596495
SN - 0148-2963
VL - 156
SP - 1
EP - 12
JO - Journal of Business Research
JF - Journal of Business Research
M1 - 113483
ER -