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

被引：8
|
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
收藏
页数：12
相关论文
共 50 条
  • [1] The power of talk: Exploring the effects of streamers' linguistic styles on sales performance in B2B livestreaming commerce
    Liu, Lu
    Fang, Jiaming
    Yang, Liang
    Han, Lintong
    Hossin, Md. Altab
    Wen, Chao
    INFORMATION PROCESSING & MANAGEMENT, 2023, 60 (03)
  • [2] Industrial Lifestyles from the Perspective of B2B Sales
    Bossler, Ann-Kathrin
    Kovac, Kristina
    Kuhn, Marc
    Reit, Vanessa
    REDISCOVERING THE ESSENTIALITY OF MARKETING, 2016, : 769 - 777
  • [3] First B2B Marketplace
    不详
    BWK, 2012, 64 (12): : 53 - 53
  • [4] To B2B or not to B2B: Obstacles in semiconductor equipment sales
    McKibben, JD
    SOLID STATE TECHNOLOGY, 2001, 44 (02) : 152 - +
  • [5] B2B Procurement and Marketplace Transformation
    Arie Segev
    Judith Gebauer
    Information Technology and Management, 2001, 2 (3) : 241 - 260
  • [6] The impact of institutional forces on B2B ecommerce diffusion
    Wei, Kwok-Kee
    Sia, Choon-Ling
    Teo, Hock Hai
    Liu, Chunhui
    INFORMATION MANAGEMENT IN THE MODERN ORGANIZATIONS: TRENDS & SOLUTIONS, VOLS 1 AND 2, 2008, : 389 - 389
  • [7] Sales as a love affair: A salespeople's perspective on flirting and physical attractiveness in B2B Sales
    Thuemler, Nico
    PROCEEDINGS OF THE 15TH INTERNATIONAL SCIENTIFIC CONFERENCE INPROFORUM: NEW TRENDS AND CHALLENGES IN THE MANAGEMENT OF ORGANISATIONS, 2021, : 181 - 186
  • [8] An ebXML-based Multiagent System for B2B eCommerce
    Boughaci, Dalila
    Drias, Habiba
    Benhamou, Belaid
    APPLIED COMPUTING 2007, VOL 1 AND 2, 2007, : 659 - 663
  • [9] BOC Edwards launches a B2B marketplace
    不详
    CHEMICAL ENGINEERING PROGRESS, 2002, 98 (12) : 21 - 21
  • [10] B2B e-marketplace: an e-marketing framework for B2B commerce
    Chong, Woon Kian
    Shafaghi, Mathew
    Woollaston, Christopher
    Lui, Vincent
    MARKETING INTELLIGENCE & PLANNING, 2010, 28 (03) : 310 - 329
12345