Do consumers stick with good-looking broadcasters?: The mediating and moderating mechanisms of motivation and emotion

Thac Dang-Van; Tan Vo-Thanh; Thinh Truong Vu; Jianming Wang; Ninh Nguyen

doi:10.1016/j.jbusres.2022.113483

Do consumers stick with good-looking broadcasters? The mediating and moderating mechanisms of motivation and emotion

Thac Dang-Van, Tan Vo-Thanh, Thinh Truong Vu, Jianming Wang, Ninh Nguyen

Research output: Contribution to journal › Article › peer-review

35 Citations (Scopus)

Abstract

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.

Original language	English
Article number	113483
Pages (from-to)	1-12
Number of pages	12
Journal	Journal of Business Research
Volume	156
DOIs	https://doi.org/10.1016/j.jbusres.2022.113483
Publication status	Published - Feb 2023

Bibliographical note

Funding Information:
This work is supported by the Major Project of the National Social Science Fund of China (No. 20ZDA087).

Publisher Copyright:
© 2022

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10.1016/j.jbusres.2022.113483

Cite this

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title = "Do consumers stick with good-looking broadcasters?: The mediating and moderating mechanisms of motivation and emotion",

abstract = "Prior studies reported mixed results on how consumers respond to broadcasters{\textquoteright} physical attractiveness. To shed new light on this research gap, this study investigates the influence of broadcasters{\textquoteright} 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{\textquoteright} 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{\textquoteright} motivation, emotion, and behavior in the live streaming e-commerce context.",

keywords = "Consumer engagement, Emotion, Live streaming e-commerce, Motivation, Physical attractiveness",

author = "Thac Dang-Van and Tan Vo-Thanh and Vu, {Thinh Truong} and Jianming Wang and Ninh Nguyen",

note = "Funding Information: This work is supported by the Major Project of the National Social Science Fund of China (No. 20ZDA087). Publisher Copyright: {\textcopyright} 2022",

year = "2023",

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doi = "10.1016/j.jbusres.2022.113483",

language = "English",

volume = "156",

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journal = "Journal of Business Research",

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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

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

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Do consumers stick with good-looking broadcasters? The mediating and moderating mechanisms of motivation and emotion

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