Abstract

As a new type of consumption in the digital economy era, live streaming shopping has become popular among e-commerce consumers. The success of live streaming e-commerce is largely determined by the qualities of live streamers, and how to evaluate live streamers is a critical topic in e-commerce. Researchers have paid little attention to the complex nature of live streamers and mainly view them as salespersons. Furthermore, no efforts have been conducted to comprehensively identify their typology. To address these gaps, in this study examining live streamers simultaneously from the perspectives of salespersons and spokespersons is proposed. A Live Streamer Grid Typology Model is developed by assessing the qualities of live streamers in terms of their abilities as salespersons and spokespersons.

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