The Influence of Celebrity Hosts’ Departure and Restart Streaming on the Live Room

Bolun Zhang (), Yan Zhou (), Minghui Jiang () and Leilei Zhao ()
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Bolun Zhang: Harbin Institute of Technology, Business School
Yan Zhou: Harbin Institute of Technology, Department of Management
Minghui Jiang: Harbin Institute of Technology, Department of Management
Leilei Zhao: Harbin Institute of Technology, Business School

A chapter in Proceedings of 2025 2nd International Conference on Applied Economics, Management Science and Social Development (AEMSS 2025), 2025, pp 94-104 from Springer

Abstract: Abstract E-commerce live-streaming has gradually become the primary choice for consumers to purchase products. The hosts are the core of e-commerce live-streaming. Capable hosts can not only bring considerable sales performance for enterprises but also provide high-quality live-streaming services for consumers. In this paper, we examine the relationship between celebrity hosts and sales performance of live rooms. We discuss the impact of the celebrity hosts’ departure and restart streaming as competitors on the sales performance of the original live room. The results show that the celebrity hosts’ departure and restart streaming declined the GMV and new user acquisition of the original live room. And the celebrity hosts restart streaming, the sales performance of the original live room is further decreased. Further, we find that the long-term impact of celebrity hosts restarting streaming is higher than the short-term impact. This suggests that the celebrity hosts sustainability influences the original live room. Our research proves the importance of celebrity hosts to the sales performance of live rooms in reverse and extends the relevant theoretical research of hosts in e-commerce live-streaming. These results are helpful for enterprises to optimize management and maintain host relationships, and to avoid vicious competition between live rooms and platforms.

Keywords: Live-streaming; Celebrity hosts; Sales performance; DID model (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-752-6_10

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