Paper Type

Complete

Paper Number

1368

Description

The presence of a dedicated and consistent fan base plays a pivotal role in enabling a streamer to differentiate themselves within the live-streaming commerce (LSE). As such, the quantity of paid subscriptions from users has emerged as a critical metric for assessing the operational capacity and growth potential of streamers. Within the visually immersive realm of human interaction facilitated by LSE, the facial expressions of streamers are integral components that exert a corresponding influence. In this context, we adopt aesthetic theory as the theoretical underpinning to elucidate the intricate relationship between streamer facial cues and subsequent user behavior in LSE. The results through analyzing 749 live-streaming sessions indicate that streamer’s facial cues (emotion and facial attractiveness) significantly impact the user-paid subscription behaviors. Furthermore, we have confirmed that personalized user badges have a significant moderating effect within our research model.

Comments

User

Share

COinS
 
Jul 2nd, 12:00 AM

Visual Appeal: Examining How Streamer Facial Cues Influence User-Paid Subscription Behavior in Live-streaming Commerce

The presence of a dedicated and consistent fan base plays a pivotal role in enabling a streamer to differentiate themselves within the live-streaming commerce (LSE). As such, the quantity of paid subscriptions from users has emerged as a critical metric for assessing the operational capacity and growth potential of streamers. Within the visually immersive realm of human interaction facilitated by LSE, the facial expressions of streamers are integral components that exert a corresponding influence. In this context, we adopt aesthetic theory as the theoretical underpinning to elucidate the intricate relationship between streamer facial cues and subsequent user behavior in LSE. The results through analyzing 749 live-streaming sessions indicate that streamer’s facial cues (emotion and facial attractiveness) significantly impact the user-paid subscription behaviors. Furthermore, we have confirmed that personalized user badges have a significant moderating effect within our research model.

When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.