The impact of live streamers' improvisational responses to unexpected events on their entrepreneurial performance

Daoyou Wu, Kun Guo, Qiuyan He and Ju Zhang

Journal of Retailing and Consumer Services, 2023, vol. 70, issue C

Abstract: With the rapid development of the live streaming industry in recent years, the number of live streaming platforms and streamers has experienced explosive growth in China. However, owing to the low entry threshold of the industry and the lack of relevant professional training, many e-commerce live streamers lack specific skills to handle unexpected events, such as unstable network signals and negative viewer comments. Therefore, it is particularly important for live streamers to improvise. This study examines how the improvisation ability can affect the performance of live streamers. We collected 314 live videos with emergencies or unexpected scenes from 198 live streamers on Taobao Live, one of the biggest live streaming platforms in China. Furthermore, using the expert assessment method additional data was collected and then the impact of live streamers' improvisational responses to unexpected events on entrepreneurial performance was examined. The results show that live streamers' improvisation has a significant positive impact on entrepreneurial performance. Moreover, consumer perceived value partially mediates the effect of improvisation on entrepreneurial performance, while streamer-product congruence negatively moderates the relationship between improvisation and entrepreneurial performance.

Keywords: Improvisation; Consumer perceived value; Entrepreneurial performance (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:70:y:2023:i:c:s0969698922002569

DOI: 10.1016/j.jretconser.2022.103163

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