The power of voice: Investigating the effects of streamer voice characteristics on sales performance in live streaming E-commerce

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2025-02-16 DOI:10.1016/j.jretconser.2025.104260

Lijuan Luo , Ling Liu , Yujie Zheng , Yuwei Wang

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引用次数: 0

Abstract

Live streaming e-commerce has transformed online shopping by combining real-time interaction with visual demonstrations, making streamers' performances crucial to sales outcomes. However, the consequences of streamers' interactive voice on consumers' decision remain underexplored. Grounded in dual process theory, this study investigates how emotional vocal cues (pitch and intensity) and informational vocal cues (speech rate) in streamers' voices influence sales performance, and how these effects vary across different product types. We collected real-time data from Douyin, a popular live streaming platform in China, and developed a fixed effects model for analysis. The results indicate that streamers’ voice characteristics are highly persuasive, with pitch and speech rate positively impacting sales performance, while intensity has a negative effect. Additionally, emotional vocal cues are more effective in strengthening purchases for experience products, while informational vocal cues are more effective for search products. This research enhances the understanding of voice characteristics in live streaming e-commerce, offering actionable insights for streamers and platform managers to optimize sales strategies.

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声音的力量：调查直播电子商务中主播声音特征对销售业绩的影响

通过将实时互动与视觉演示相结合，直播电子商务改变了在线购物，使得主播的表演对销售结果至关重要。然而，主播的互动声音对消费者决策的影响仍未得到充分探讨。本研究以双过程理论为基础，探讨了主播声音中的情绪性声音线索（音高和强度）和信息性声音线索（语速）如何影响销售业绩，以及这些影响在不同产品类型之间的差异。我们从中国流行的直播平台抖音上收集了实时数据，并开发了一个固定效应模型进行分析。结果表明，主播的声音特征具有很强的说服力，音高和语速对销售业绩有正向影响，而强度对销售业绩有负向影响。此外，情绪性的声音提示对体验类产品的购买更有效，而信息性的声音提示对搜索类产品的购买更有效。本研究增强了对直播电子商务中语音特征的理解，为主播和平台管理者优化销售策略提供了可操作的见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.