earticle

영어

This study empirically examines how the linguistic and non-linguistic behaviors of live-streaming hosts shape interactions with viewers and their effects. The analysis identified the following key interactions: (A) Hosts’ framing statements enhance viewers’ anticipation and engagement, fostering a shared live-streaming experience. (B) Detailed information from hosts captures interest, encourages participation, and facilitates opinion-sharing. (C) Emotional expressions and evaluations elicit empathy, promote personal storytelling, and strengthen emotional bonds. (D) Prompts for specific actions deepen solidarity between hosts and viewers while reinforcing viewer-to-viewer connections. (E) Visual and auditory effects evoke reactions, enhancing presence and a sense of unity. (F) Hosts’ feedback on viewer comments increases engagement and reduces psychological distance. These findings confirm that interactions in live-streaming platforms occur in diverse forms and have various effects on both the host and viewers.