The moderating effect of appearance on the impact of performance rankings in the live streaming market
The live streaming market is becoming increasingly competitive, and relative performance information regarding broadcasters is available to all participants in the live streaming industry, exacerbating the level of competition. Using data from 42,166 live streams by 293 broadcasters, we investigated...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2022-11-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1011787/full |
| _version_ | 1811308516711858176 |
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| author | Yasheng Chen Xian Huang Sijia Zhao |
| author_facet | Yasheng Chen Xian Huang Sijia Zhao |
| author_sort | Yasheng Chen |
| collection | DOAJ |
| description | The live streaming market is becoming increasingly competitive, and relative performance information regarding broadcasters is available to all participants in the live streaming industry, exacerbating the level of competition. Using data from 42,166 live streams by 293 broadcasters, we investigated two benefits of relative performance information in relation to the live streaming business and how these effects vary when the broadcaster appears competent, trustworthy, likable, or attractive. On the basis of economic and social comparison theory, as well as insights from the herd behavior and beauty premium literature, we predicted and found that relative performance information can improve live streaming performance by either increasing broadcaster effort (the effort-eliciting effect) or encouraging viewer participation (the informational effect), with these effects being stronger when broadcasters look more competent, trustworthy, likable, or attractive. The findings of this study contribute to the live streaming literature by demonstrating that providing relative performance information in the live streaming business can yield both effort-eliciting and informational benefits. |
| first_indexed | 2024-04-13T09:24:42Z |
| format | Article |
| id | doaj.art-a9bb6ce784b34927b004300781bf5f7b |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-13T09:24:42Z |
| publishDate | 2022-11-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-a9bb6ce784b34927b004300781bf5f7b2022-12-22T02:52:29ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-11-011310.3389/fpsyg.2022.10117871011787The moderating effect of appearance on the impact of performance rankings in the live streaming marketYasheng Chen0Xian Huang1Sijia Zhao2Department of Accounting, School of Management, Xiamen University, Xiamen, Fujian, ChinaDepartment of Accounting, School of Management, Xiamen University, Xiamen, Fujian, ChinaErnst & Young (China) Hua Ming LLP Hangzhou Branch, Hangzhou, ChinaThe live streaming market is becoming increasingly competitive, and relative performance information regarding broadcasters is available to all participants in the live streaming industry, exacerbating the level of competition. Using data from 42,166 live streams by 293 broadcasters, we investigated two benefits of relative performance information in relation to the live streaming business and how these effects vary when the broadcaster appears competent, trustworthy, likable, or attractive. On the basis of economic and social comparison theory, as well as insights from the herd behavior and beauty premium literature, we predicted and found that relative performance information can improve live streaming performance by either increasing broadcaster effort (the effort-eliciting effect) or encouraging viewer participation (the informational effect), with these effects being stronger when broadcasters look more competent, trustworthy, likable, or attractive. The findings of this study contribute to the live streaming literature by demonstrating that providing relative performance information in the live streaming business can yield both effort-eliciting and informational benefits.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1011787/fullrelative performance informationbroadcaster effortviewer participationlive streaming performancebeauty premium |
| spellingShingle | Yasheng Chen Xian Huang Sijia Zhao The moderating effect of appearance on the impact of performance rankings in the live streaming market Frontiers in Psychology relative performance information broadcaster effort viewer participation live streaming performance beauty premium |
| title | The moderating effect of appearance on the impact of performance rankings in the live streaming market |
| title_full | The moderating effect of appearance on the impact of performance rankings in the live streaming market |
| title_fullStr | The moderating effect of appearance on the impact of performance rankings in the live streaming market |
| title_full_unstemmed | The moderating effect of appearance on the impact of performance rankings in the live streaming market |
| title_short | The moderating effect of appearance on the impact of performance rankings in the live streaming market |
| title_sort | moderating effect of appearance on the impact of performance rankings in the live streaming market |
| topic | relative performance information broadcaster effort viewer participation live streaming performance beauty premium |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1011787/full |
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