In recent years, the widespread use of live streaming has become a worldwide economic and social phenomenon. ![]() 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. Streamer's popularity can only lead to watching intention, it shows no effect on consumer's purchase intention. Meantime, the results highlight the importance of expertise while beauty shows minor importance. 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. 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. ![]() ![]() 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. 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. Live streaming opens a new way for selling products, in which the streamer plays a leading role.
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