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 journalArticlepeer-review

    17 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 languageEnglish
    Article number113483
    Pages (from-to)1-12
    Number of pages12
    JournalJournal of Business Research
    Volume156
    DOIs
    Publication statusPublished - 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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