Research Article
Beauty Backfires: Beauty and Sales in Live Streaming
@INPROCEEDINGS{10.4108/eai.1-9-2023.2338739, author={Yiran Wang and Ying Chen and Ziyao Huang}, title={Beauty Backfires: Beauty and Sales in Live Streaming}, proceedings={Proceedings of the 2nd International Conference on Public Management, Digital Economy and Internet Technology, ICPDI 2023, September 1--3, 2023, Chongqing, China}, publisher={EAI}, proceedings_a={ICPDI}, year={2023}, month={11}, keywords={streamer’s beauty sales volume live streaming commerce machine learning unstructured data}, doi={10.4108/eai.1-9-2023.2338739} }- Yiran Wang
Ying Chen
Ziyao Huang
Year: 2023
Beauty Backfires: Beauty and Sales in Live Streaming
ICPDI
EAI
DOI: 10.4108/eai.1-9-2023.2338739
Abstract
The iteration of live streaming commerce is accelerating and the rapid development of it has benefited from ever-increasing streamers joining the business. Thus, we shed light on the relationship between streamers’ beauty and customers’ purchase behavior using hard archival data of 2,597 live streaming clips from TikTok to investigate the mechanism of how streamers’ beauty influence sales volume. We call the face recognition API interface of Face++ to score the streamers’ appearance and then construct the estimation model. There is a negative relation between streamers’ beauty and sales volume. Moreover, the danmaku’s activity will have a partial mediation effect in the process of streamer’s appearance impacts sales volume. Finally, we find that compared with utilitarian products, the beauty of streamers has a greater impact on customers’ behavior when buying hedonic products. These results provide theoretical reference for the live streaming industry to admit the streamers marketing strategy from the visual level.