Characteristics and roles of streamers in e-commerce live streaming

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.

摘要

作为一种成功的影响者营销策略，电子商务直播（ELS）的核心是主播。然而，目前关于主播的系统性刻画仍然是缺失的。本研究旨在运用扎根理论方法对96名消费者的半结构化访谈资料进行分析，以探讨电商主播的角色和特征，以及他们之间的匹配关系。本研究最终识别出电商主播的八个特征（专业性、吸引力、可信度、互动性、知名度、价格支持、亲和力和响应性），并进一步将其划分为四种角色（意见领袖、代言人、互动伙伴和营销人员）。本研究首次为电商主播创建了一个角色集，并首次系统地阐明了电商主播的角色及其对应的特征。通过识别电商主播的新特征和新角色，本研究不仅补充了电子商务、影响者营销和角色理论相关的研究，还为从业者培训电商主播提供了一个清晰的框架。

KEYWORDS:

• Influencer marketing
• live streaming
• e-commerce
• streamer
• grounded theory

关键词:

• 影响者营销
• 直播
• 电子商务
• 主播
• 扎根理论

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

The work was substantially supported by National Natural Science Foundation of China [grant number 71701002], Anhui Philosophy and Social Science Planning Project [grant number AHSKY2017D24] and Undergraduate Teaching Quality Improvement Project of Anhui Polytechnic University [grant number 2020jyxm05].