Does a streamer's personality influence sales performance? Text mining evidence from Chinese live streaming e-commerce

IF 13.3 1区管理学 Q1 BUSINESS

Technological Forecasting and Social Change Pub Date : 2025-10-10 DOI:10.1016/j.techfore.2025.124373

Yuangao Chen, Shuyi Hu, Pengxiang Hu, Liyuan Zhu, Shasha Zhou, Shuiqing Yang

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Abstract

The popular streamer is the key determinant of the success of live streaming e-commerce (LSE). However, few studies have been conducted to understand streamers' personalities and their influence on LSE sales performance. This study collects 148,392 Weibo posts from 169 live streamers and identifies their Big Five personality traits by text mining. Then, we adopt regression models to investigate the relationship between streamers' personality traits and sales performance. The results show that a streamer's openness, conscientiousness, extraversion, and agreeableness are positively associated with sales performance, while neuroticism is negatively associated with sales. In addition, product category, as a moderating role, enhances the positive effect of streamers' conscientiousness on sales performance and weakens the negative effect of neuroticism on sales. This study provides insights into the evaluation of live streamer's personality and assists LSE practitioners in achieving better performance.

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主播的个性会影响销售业绩吗？来自中国直播电商的文本挖掘证据

流行的流媒体是直播电子商务（LSE）成功的关键决定因素。然而，很少有研究来了解主播的个性及其对LSE销售业绩的影响。本研究收集了169位直播主播的148392条微博，并通过文本挖掘识别出他们的五大人格特征。然后，我们采用回归模型来研究主播人格特质与销售业绩之间的关系。结果表明，主播的开放性、严谨性、外向性和亲和性与销售业绩呈正相关，而神经质与销售业绩呈负相关。此外，产品类别作为调节作用，增强了主播责任心对销售业绩的正向作用，减弱了神经质对销售业绩的负向作用。本研究提供了对直播主播个性评估的见解，并帮助LSE从业者实现更好的绩效。

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

Technological Forecasting and Social Change Multiple-

CiteScore

21.30

自引率

10.80%

发文量

813

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