研究成果：Digital charisma or human appeal: A comparative study on how streamers' multidimensional signals affect viewers' impulsive purchases in live commerce

作者：Wang Qian；李希熙[T]；闫相斌

发表期刊：Decision Support Systems

期刊级别：ABS3

发表时间：202602

摘要：Despite the immense popularity of live commerce, many streamers struggle in conveying appealing signals to viewers and realizing expected commercial returns. It is also confusing that the same signal often delivers differential impacts on viewers across virtual and human streaming settings. Toward this end, we integrate signaling theory with consumption value theory and propose a comprehensive framework to explain how streamers’ multidimensional signals collectively shape viewers’ impulsive purchases and how such signaling processes differ across virtual and human streaming contexts. Analyzing survey data from 557 experienced livestreaming shoppers, we observe that aesthetic, social, and task signals all significantly enhance viewers’ product value perceptions, which in turn motivate their impulsive purchases. Moreover, aesthetic signal displays no differential impacts on viewers’ product value perceptions across virtual and human live-show settings. Social signal and task signal respectively exert a stronger and a weaker influence on product value perceptions in virtual live shows than in human ones. Our findings provide nuanced insights to help optimize streaming strategies and signal investments, and ultimately enhance commercial effectiveness of live-streaming ventures.