Streamer Characteristics Research Articles

What Drives Purchase Intention in Live-streaming Commerce in South Korea? Perspectives of IT Affordance and Streamer Characteristics

What Drives Purchase Intention in Live-streaming Commerce in South Korea? Perspectives of IT Affordance and Streamer Characteristics

The influence of perceived streamer characteristics and product characteristics on consumer behavior inertia in livestreaming contexts

PurposeThis study aims to develop a chain-mediated model to examine how streamer and product characteristics influence consumer behavior inertia (CBI) based on an extended cognitive-affective-conative (CAC) perspective.Design/methodology/approachThis study used an online survey concerning the livestreaming activities of 250 experienced shoppers to measure the proposed model.FindingsStreamer (product) attractiveness mediates the relationship between streamer (product) characteristics and shopping experience memory. Streamer (product) attractiveness and shopping experience memory have a chain mediating effect between the streamer (product) characteristics and CBI.Originality/valueTheoretically, the study demonstrates the critical role of attractiveness and shopping experience memory in the formation of consumer inertia and complements current explanations of consumer continuance of buying through livestreaming. From a managerial standpoint, the findings provide guidelines for enterprises carrying out livestreaming business on how to improve inertia to realize a stable profit source.

Livestreaming commerce for luxury brands: how to enhance luxury perceptions through strategizing streamers?

Luxury brands have begun embracing livestreaming commerce since the COVID-19 pandemic. However, the current knowledge regarding the impact of livestreaming commerce on luxury perceptions remains limited. This study explores how luxury perceptions can be enhanced in livestreaming commerce by investigating the role of streamer characteristics. More specifically, we examine the role of parasocial interaction, self-streamer congruity, and social presence. A survey was conducted among 432 Chinese respondents who had previously watched livestreams for luxury brands. The findings indicate that parasocial interaction and actual self-streamer congruity positively impact luxury perceptions by fostering enhanced feelings of social presence, while ideal self-streamer congruity is not an influential factor. The conclusion of this paper discussed implications for marketers and researchers.

The effects of live streamer's expertise and entertainment on the viewers' purchase and follow intentions.

This study explores the impact of two characteristics of streamers-expertise and entertainment-on viewers' purchase intention and follow intention in live-streaming e-commerce, with a specific focus on viewers' trust and flow experience as two mediators and viewers' optimal stimulation level as a moderator. We implemented a methodological approach where participants were randomly directed to enter a live broadcast room and watch a 10-min live session before engaging in a structured questionnaire. 399 valid questionnaires were collected from the participants. These 399 valid questionnaires were subsequently utilized to validate the research model using structural equation modeling (SEM). The results suggest that streamer expertise and entertainment enhance viewers' trust and flow experience, which then leads to an increase in their intention to make a purchase and continue following the streamer. Furthermore, the viewers' optimal stimulation level acts as a moderator in the connections between streamer characteristics and viewers' trust and flow experience, suggesting that individual differences among consumers affect how they respond to streamer characteristics. From the dual perspectives of the streamer and the viewer, this study provides a more comprehensive theoretical perspective on customer behavior in live streaming commerce by not only focusing on consumers' short-term, transactional behavior inclinations but also long-term, relational behavior intentions.

Why consumers have impulsive purchase behavior in live streaming: the role of the streamer

To explore the influencing factors of consumers’ impulsive purchase behavior in live streaming, based on the Stimulus-Organism-Response framework, we construct the model of how streamers influence consumers’ impulsive purchase behavior by consulting literature. Collected data by means of a questionnaire, and made an empirical study by using the structural equation model to explore the mechanism of streamer affecting consumers’ impulsive purchase behavior. The results show that streamer characteristics (personal charisma, professionalism) and streamer performance (interactivity, entertainment) affect consumers’ impulsive purchase behavior by affecting consumers’ trust and flow experience. The empirical results have important theoretical and practical significance.

Simulation Study of the Effect of Microscopic Disturbances on the Propagation of Initial Streamer and Branching Characteristics in Transformer Oil

Simulation Study of the Effect of Microscopic Disturbances on the Propagation of Initial Streamer and Branching Characteristics in Transformer Oil

To buy or not to buy? The impulse buying dilemma in livestream shopping

AbstractLivestream shopping can potentially contribute to impulse buying because this format's immediacy and interactive nature may induce viewers to make unplanned purchases. As a relatively new concept, livestream shopping is still being explored by retailers and consumers alike. Given its rapid rise in recent years, understanding this phenomenon and its potential is crucial. We applied a two‐study strategy to understand the influencer and environmental characteristics that may affect users' impulse‐buying behavior, adopting a stimulus–organism–response framework in both studies. We applied a partial least squares structural equation model to the gathered data (671 questionnaires), revealing that perceived usefulness influences impulse buying more than perceived enjoyment. This difference is more vivid for more experienced livestream shoppers, who tend to value perceived usefulness under the influence of streamer characteristics. With a qualitative approach, the second study evaluated the performance of a top‐streaming influencer in China to determine whether the survey's most influential variables were adopted during the most successful sale ever. Our findings suggest that endorser style and promotion strategies (scarcity and sales promotions) affect consumer behavior. This study thus provides firms with insights into effectively influencing consumers' impulse‐buying behavior in livestreaming commerce.

Would you be willing to purchase virtual gifts during esports live streams? Streamer characteristics and cultural traits

China is not only the largest but also one of the fastest-growing live streaming markets globally. In comparison to Western countries, Chinese viewers have a tendency to engage with streamers by exchanging various forms of virtual gifts. This behavior pattern has resulted in substantial economic benefits for China's esports live streaming platforms. This study, grounded in the Howard-Sheth model, endeavors to investigate the driving mechanisms behind viewers' purchase of virtual gifts during esports live streaming. It takes into account both streamer characteristics and cultural traits. To achieve this, a combination of structural equation modeling, artificial neural networks, and necessity analysis is employed. Specifically, the study examines how the background environment, composed of streamer characteristics (such as expertise, trustworthiness, attraction, interactivity, and affinity) and Chinese cultural traits (such as social orientation and face consciousness), shapes viewers' social cognitions. These social cognitions encompass the sense of presence and belonging that viewers experience towards both the streamer and the viewer community. Furthermore, the study illuminates how such social cognitions foster flow experiences, emotional attachment, and ultimately influence viewers' purchase intentions. The findings of this research hold great significance for both live streaming platforms and streamers, as they can assist in formulating effective marketing strategies to encourage viewers to participate in the purchase of virtual gifts during esports live streaming sessions.

Modeling the Effects of Streamer Characteristics and Platform Affordances in Livestreaming E-Commerce: A Mixed-Methods Approach

While livestreaming e-commerce is drawing increasing attention from advertisers, insights into the effects of streamer characteristics and platform affordances are discrete. This research adopts a sequential mixed-methods design that combines in-depth one-on-one interviews and a cross-sectional survey to (1) qualitatively map out crucial streamer characteristics and platform affordances from the perspectives of consumers and (2) delineate the underlying mechanisms through which these factors enable online purchases. In Study 1, guided by the frameworks of source credibility, personality, and the MAIN (modality, agency, interactivity, and navigability) model of affordances, we extracted five streamer characteristics (expertise, trustworthiness, attractiveness, sincerity, and excitement) and four affordances of livestreaming e-commerce platforms (synchronicity, network association, metavoicing, and searchability) that facilitate online purchases. In Study 2, drawing on dual processing theory, we exemplified two information-processing routes (i.e., experiential route and rational route) and identified perceived pleasure and product trust as parallel mechanisms predicting purchases. Results revealed that a steamer’s attractiveness, sincerity, and excitement, as well as a platform’s searchability affordance, significantly facilitate purchase intentions via perceived pleasure. Meanwhile, a streamer’s expertise, trustworthiness, and sincerity, as well as a platform’s network association and metavoicing affordance, significantly shape purchase intentions via product trust.

Streamer and Breakdown Characteristics of Transformer Liquids in Moderately Uniform Fields Under Negative Lightning Impulse

The identification of transition field factor boundary between streamer initiation dominated breakdown and streamer propagation dominated breakdown is important for understanding the breakdown mechanisms of transformer liquids and for the transformer insulation design in practice. Most previous studies focused on either very divergent field or nearly uniform field. This paper reports on breakdown voltage tests with three transformer liquids in moderately-uniform fields. The results show that the transition field factor boundary between streamer initiation dominated breakdown and streamer propagation dominated breakdown under negative lightning impulse is liquid dependent. It is 9.6 for a mineral oil, 7.3 for a GTL oil, and 42.0 for a synthetic ester. The difference of the transition field factor boundary helps explain the observed breakdown voltage distinction among the three transformer liquids. In addition, the characteristics of negative streamers leading to breakdown were also investigated in the moderately-uniform fields. Streamer mode transitions with gap distance were observed and clarified, which is from 1 <sup xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">st</sup> mode streamer to 2 <sup xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">nd</sup> mode streamer in both the mineral oil and GTL oil, while it is the 2 <sup xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">nd</sup> mode streamer to fast streamer in the synthetic ester.

How do virtual streamers affect purchase intention in the live streaming context? A presence perspective

The rise of live streaming commerce has attracted attention from scholars and practitioners as a new opportunity to reach consumers. However, few studies have focused on the role of virtual streamers in this context. Based on the stimulus organism response framework, we explore the impact of three characteristics of virtual streamers—likeability, animacy, and responsiveness—on social presence, telepresence, and purchase intention. We use partial least squares structural equation modeling analysis with online survey data from 378 consumers concerning their experiences of viewing virtual streamers. The findings indicate that likeability, animacy, and responsiveness enhance social presence and telepresence, which then promote purchase intention. Likeability and responsiveness directly increase purchase intention, but animacy does not. Multi-group analysis reveals differences between the effects of humanoid and zoonotic virtual streamers on social presence and telepresence. These results shed light on the role of virtual streamer characteristics and contribute to the literature on live streaming commerce, presence, and virtual humans.

Unprofessional or Admirable? Determinants of Purchasing Behavior in Government Officials' Livestreamed Shopping.

As a new form of poverty governance, government officials’ livestreaming e-commerce of agricultural and sideline products has been booming since the outbreak of the coronavirus disease (COVID-19) in 2019. However, exploring the determinants of consumer purchase intentions in the context of government officials’ livestreaming is still limited. Drawing on the stimulus–organism–response (S–O–R) framework, this study develops a research model to examine the effect of platform factor (information quality), user factor (bullet screen mutuality), and streamer factors (streamer trustworthiness, streamer expertise, and streamer responsiveness) on perceived information usefulness and arousal, which in turn affect purchase intention. This study also integrates impulsiveness as a moderator. We use structural equation modeling to analyze 430 samples. Our results show that perceived information usefulness and arousal have a significant positive influence on purchase intention. Moreover, impulsiveness moderates the relationship between perceived information usefulness and purchase intention and between arousal and purchase intention. Livestreaming features and streamer characteristics can activate these two mechanisms. This study provides theoretical contributions to livestreaming and the S–O–R literature, as well as practical insights into livestreaming government officials.

On Calculating the Phase-to-Phase CFO of Overhead Transmission Lines Based on the Spatial Minimum Electric Field

A spatial approach for calculating phase-to-phase switching impulse critical flashover voltage of overhead transmission lines is implemented using the Fourier enhanced charge simulation method (FEnCSM). Cathode-directed leader and streamer characteristics are used in an engineering model of pre-breakdown conditions. Rather than identifying breakdown based on complete bridging of the air gap, the proposed method identifies breakdown based on the ability of the leader-streamer system to survive the region of minimum electric field between phase conductors. Use of the minimum field as a basis for identifying breakdown allows anode-directed negative streamers to be reasonably neglected. Combined with FEnCSM, the proposed approach enables explicit representation of phase bundle subconductors and avoids the electrode-specific geometric constants or gap factors common in existing methods. Results obtained with the method compare well to four independent sets of experimental data for phase-to-phase flashover from the literature. The method was developed to facilitate ongoing research into practical use of the electric field as a basis for unifying electrical studies in the design of overhead transmission lines, including HSIL and other novel configurations.

Streamer and Breakdown Characteristics of Dielectric Liquids Under Impulse Waveforms With Different Tail-Times

Impulse waveforms have been widely used in the studies of streamer and breakdown phenomena in dielectric liquids. In this article, both experiments and analyses were carried out to investigate the effects of impulse tail-time on streamer and breakdown characteristics of a mineral oil and a synthetic ester liquid. A range of positive impulse waveforms with the same front-time of <inline-formula xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink"> <tex-math notation="LaTeX">$0.8~ \boldsymbol {\mu } \textrm {s}$ </tex-math></inline-formula> but different tail-times from 8 to <inline-formula xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink"> <tex-math notation="LaTeX">$3200~ \boldsymbol {\mu } \textrm {s}$ </tex-math></inline-formula> were considered. Needle-plane electrodes with a needle tip radius of 10 <inline-formula xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink"> <tex-math notation="LaTeX">$\boldsymbol {\mu } \textrm {m} $ </tex-math></inline-formula> and a gap of 10 mm were used. It was found that reduction of tail-time leads to an increase of 50% impulse breakdown voltage, while the instant breakdown voltage and the time-to-breakdown remain constant. On this basis, an analytical method is developed to estimate the 50% impulse breakdown voltage under waveforms with various tail-times. The method is valid when streamers remain of second mode and in divergent fields. It was also observed that some “self-regulation” by branching explains the constancy of streamer propagation velocity when the applied voltage is increased.

Impact of Live Streamer Characteristics and Customer Response on Live-streaming Performance: Empirical Evidence from e-Commerce Platform

As an emerging form of marketing, live streaming has a positive effect on the ability of e-Commerce platforms to attract traffic and increase sales. It has become another important competitive area in the industry. Based on an alternative learning theory model, the influencing factors of live streaming on e-Commerce platforms are studied, and the data findings can be applied to brand marketing and platform performance improvement. Quantitative and qualitative analyses were conducted using tens of thousands of live-streaming data, and the findings show that live interaction and live streamer follower accumulation have a significant positive effect on the number of sold users. Through the empirical study of real data, this paper inspires participants to fully embrace the effect of live streaming and enhance the consumer shopping experience.

Numerical Modelling of Positive Surface Discharges in C-C4F8/CF3I/N2 Gas Mixture under Non-Uniform Field

As an environmentally friendly gas with good insulation and stable chemical properties, CF3I gas mixture is considered as a potential alternative to SF6 gas to compensate for the shortcomings of SF6 gas as a greenhouse gas. This article attempts to study the CF3I ternary gas mixtures with c-C4F8 and N2 by considering the process of streamer development in surface discharge. The model of surface discharge in CF3I gas mixture under DC voltage was established by COMSOL, and the drift-diffusion equations of particles was solved to show the discharge process, and the changes of electric field and particle concentration, etc. during the development of streamer were obtained, which provides the theoretical basis for the reliable diagnosis of partial discharge. On this basis, the model is compared with models for two other different gases (SF6/N2, artificial air) in terms of particle characteristics, streamer characteristics and streamer branches characteristics. Finally, it is concluded that under this model, although the insulation characteristics in CF3I gas mixture are weaker than those in SF6, the difference is not large and both are much better than those in artificial air, so c-C4F8/CF3I can be considered as a potential substitute for SF6.

Way to success: Understanding top streamer's popularity and influence from the perspective of source characteristics

Live streaming opens a new way for selling products, in which the streamer plays a leading role. Whereas e-commerce live streaming has become ever-increasingly prevalent, how to attract viewers and improve the conversion rate have become problems bothering lots of streamers. Based on 245 viewers' experience of watching top streamers' live streams, we try to find a successful way for small streamers from the perspective of streamer characteristics. This study identifies streamer characteristics from three aspects (attractiveness, competence, and communication style) and examines their effects on streamer's popularity and consumer's behavioral intentions. The results show that beauty, expertise, humor, and passion are all proved to be positively related to hedonic value, and both warmth and expertise are positively related to utilitarian value. Meantime, the results highlight the importance of expertise while beauty shows minor importance. Streamer's popularity can only lead to watching intention, it shows no effect on consumer's purchase intention. These findings highlight streamer characteristics as key factors in affecting streamers' popularity and consumers' watching and purchase intentions and its complex effect in live streaming and marketing.

Predictors of parasocial interaction and relationships in live streaming

The purpose of the current article was to explore parasocial phenomena in the unique and interactive context of live streaming. Specifically, the predictors of parasocial interactions (PSIs) and parasocial relationships (PSRs) were compared. In the past, the terms ‘parasocial interaction’ and ‘parasocial relationship’ have been used interchangeably, even though they are distinct constructs – which has confused researchers’ understanding of these phenomena. The current study aims to begin to disentangle our understanding of these two constructs by studying the predictors for each construct separately. An online survey was utilized to collect data on PSRs, PSIs, and various parasocial predictors that fell into three categories: streamer (source) characteristics, viewer characteristics, and behavioral (relationship) characteristics. Results indicate that streamer characteristics were the most important predictors of both PSIs and PSRs in the live streaming context, although characteristics of the viewer and relationship were also influential. These findings indicate that message sources can modify their content to encourage parasocial phenomena in their audience. This is encouraging, as research suggests that parasocial phenomena lead to many positive repercussions for the media and so are generally considered a goal of media personae.

Streamer propagation in atmospheric-pressure air: effect of the pulse voltage rise rate from 0.1 to 100 kV ns−1 and streamer inception voltage

This study investigates the effects of voltage rise rates from 0.1 kV ns−1 to 100 kV ns−1 on streamer discharge in air at atmospheric pressure using numerical simulation. The curvature of the needle electrode is also used as an input parameter to change the streamer inception voltage and the average voltage, V ave, during streamer propagation. The results show that the streamer propagation velocity, v pri, the electric field strength at the streamer head, E h, the diameter of the streamer channel, and the O radical production characteristics during the primary streamer propagation are dependent on V ave. v pri and E h exhibit different effects on V ave/d, where d is the gap distance of the electrode, which indicates that the streamer remains in the transient state from the filament-type discharge to the diffuse-type discharge. The comparison between the simulation and experimental results shows that the simulated v pri characteristics are in good agreement with the experimental results, regardless of the voltage waveform and electrode configuration, which indicates that V ave/d has a strong correlation with the primary streamer characteristics.

Characteristics and mechanisms of streamer discharge in liquids under micro/nano-second pulsed voltages: status and advances

The studies on discharges in liquid dielectrics have been continuously gaining great attentions in the field of high voltage and insulation engineering. Profound understandings of the characteristics and mechanism of micro/nano-second pulsed discharge in liquids are prerequisites to the innovation and breakthrough of various cutting-edge applications, e.g., optimized electrical equipment design, deep ocean explorations, advanced material synthesis. In this review, we summarize the recent progress in the investigations of characteristics and mechanisms of micro/nano-second pulsed streamer discharge in liquid dielectrics. Fundamental characteristics of streamer discharge are elucidated including discharge modes and transition, branching characteristic, and breakdown. The contributing factors on the streamer characteristics, such as liquid conductivity, pressure, dissolved gas, impurities and additives, are analyzed. Prevailing mechanisms of initiation and propagation of streamer discharge in liquids as well as their application scenarios are discussed, including bubble theory, direct impact ionization, field molecular ionization, electrostriction, etc. Further, we expect the prospects and challenges of liquid discharge to enlighten fundamental researches and engineering applications in the relevant fields.