Boosting eCommerce sales with livestreaming in B2B marketplace: A perspective on live streamers' competencies

被引：16

作者：

Liao, Miyan ^{[1
]}

Fang, Jiaming ^{[1
]}

Han, Lintong ^{[1
]}

Wen, Ling ^{[1
]}

Zheng, Qiqi ^{[1
]}

Xia, Guoen ^{[2
]}

机构：

[1] Univ Elect Sci & Technol China, Sch Management & Econ, 2006 Xiyuan Ave, Chengdu 611731, Sichuan, Peoples R China

[2] Guangxi Univ Finance & Econ, Sch Business Adm, 100 Mingxiu West Rd, Nanning 530003, Guangxi Zhuang, Peoples R China

来源：

JOURNAL OF BUSINESS RESEARCH | 2023年 / 167卷

关键词：

Livestreaming commerce; Online sales; B2B marketplace; Streamer competence; Video analysis; MODERATING ROLE; PRODUCT; PERFORMANCE; CUSTOMER; SERVICE; IMPACT; BRAND; INFORMATION; SALESPEOPLE; ENGAGEMENT;

D O I：

10.1016/j.jbusres.2023.114167

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study identifies and tests how the competencies of live streamers affect the B2B livestreaming sales performance, with a particular focus on the moderating role of product type and product competitiveness. By analyzing a fine-grained livestreaming event dataset consisting of 915 brand firms from a B2B livestreaming platform and matching them with actual sales transactions, the results show that the cognitive and social competencies of live streamers have a positive effect on the sales performance, while emotional competence has a negative effect. More importantly, this study provides strong evidence that the effects of live streamers' competencies on online sales are contingent on product type and competitiveness. Specifically, live streamers' cognitive and emotional competencies have a more salient impact on experience product sales than search products. On the other hand, product competitiveness moderates the interaction effect between product type and live streamer competencies.

引用

页数：12

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