Research on the impact of streamers’ linguistic emotional valence on live streaming performance in live streaming shopping environments

Xiangyang Ma, Hongzhong Chen, Xiaoping Lang, Tieshan Li, Niwei Wu and Bao Duong

Journal of Retailing and Consumer Services, 2024, vol. 81, issue C

Abstract: As an emerging retail model, live streaming shopping involves real-time interactions between streamers and viewers, and among the viewers themselves. In live streaming interactions, the comments posted by the viewers reflect their emotional states, which may have been influenced by the streamers’ emotional expression. This study utilized the S-O-R model and emotional contagion theory as its theoretical foundation to investigate how the emotional valence of streamer speech and real-time comment influence live streaming performance (sales growth/fans growth) and explored the moderating effect of the live streaming atmosphere cues. With Python software and natural language processing technology of Baidu AI platform, sentiment analysis was conducted on 124,085 streamer speech sentences and 24,3767 viewer real-time comments. Our findings reveal that both positive and negative emotional valence of streamer speech positively affect live streaming performance; in addition to the negative impact of neutral emotional valence on sales growth and of negative emotional valence on fans growth, real-time comment emotional valence has a positive correlation with live streaming performance; finally, the study examined the moderating effect of atmosphere cues and demonstrated the complex dynamics of atmospheric cues affecting emotional contagion and sales in live streaming. The findings provide a scientific reference for live marketing managers to optimize the emotional expression of streamer speech and their live streaming operation mode.

Keywords: Live streaming shopping; Emotional valence; Streamer speech; Live streaming performance; S-O-R model; Emotional contagion theory (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698924003369
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924003369

DOI: 10.1016/j.jretconser.2024.104040

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().