Strong displayed passion and preparedness of broadcaster in live streaming e-commerce increases consumers' neural engagement

Live streaming shopping, the streaming of real-time videos promoting products that consumers can purchase online, has recently been a booming area of e-commerce, especially during the COVID-19 pandemic. The success of live streaming e-commerce largely relies on the extent to which the broadcaster ca...

Full description

Saved in:
Bibliographic Details
Published inFrontiers in psychology Vol. 13; p. 674011
Main Authors Yu, Xiaoyu, Li, Yajie, Zhu, Kexin, Wang, Wenhao, Wen, Wen
Format Journal Article
LanguageEnglish
Published Frontiers Media S.A 13.09.2022
Subjects
consumer engagement
e-commerce
entrepreneurial passion
inter-subject correlation
ISC
live streaming
Psychology
Online AccessGet full text

Cover

More Information
Summary:Live streaming shopping, the streaming of real-time videos promoting products that consumers can purchase online, has recently been a booming area of e-commerce, especially during the COVID-19 pandemic. The success of live streaming e-commerce largely relies on the extent to which the broadcaster can get consumers engaged by the live stream. Thus, it is important to discover the antecedents of consumer engagement in such a context. Drawing on consumer engagement and neuroscience literature, this study used electroencephalography inter-subject correlation (EEG-ISC) to explore how broadcasters' entrepreneurial passion during live streaming videos influenced consumers' neural engagement as they watched the live streaming videos. We used the framework of displayed passion and preparedness from the entrepreneurial passion literature to predict consumer engagement. We found significant ISC for strong displayed passion, while preparedness had partially significant effects on the first, second, and summed components of ISC. The interaction effects of these two factors on the first and summed components of ISC were partially significant. Strong displayed passion and preparedness activated the left and right prefrontal regions of the consumers' brains. These findings indicate that broadcasters' displayed passion and preparedness can influence consumer engagement in live streaming e-commerce settings. Our findings suggest that a scientific approach could be used to improve a broadcaster's performance by testing ISC during rehearsals before live streaming.
Bibliography:ObjectType-Article-1
SourceType-Scholarly Journals-1
ObjectType-Feature-2
content type line 23
This article was submitted to Organizational Psychology, a section of the journal Frontiers in Psychology
Edited by: Jia Jin, Shanghai International Studies University, China
Reviewed by: Umair Akram, RMIT University, Vietnam; Vincenzo Russo, Università IULM, Italy; Marco Ieva, University of Parma, Italy; Hanliang Fu, Xi'an University of Architecture and Technology, China
ISSN:1664-1078
1664-1078
DOI:10.3389/fpsyg.2022.674011