earticle

영어

With the rapid development of live streaming commerce, the online celebrity as an information source plays a critical role in affecting the live streaming performance. However, the impact of different product types on the relationship between the online celebrity and the live streaming has been less researched. Based on the elaboration likelihood model (ELM) and information source theory, this paper aims to empirically study the factors influencing sales of live streaming commerce and the moderating role of product type on the relationship between them. The analysis of 12,091 live streaming data collected from October 10, 2021 to February 10, 2022 shows that multi-channel network (MCN) and followers positively affect sales volume of live streaming commerce, while the reputation score harms the sales. Moreover, the moderating effect of the ratio of high involvement product on the relationships has also been confirmed. The findings enrich the literature on live streaming commerce performance and the implications and limitations of the research have been discussed.