Way to success: Understanding top streamer's popularity and influence from the perspective of source characteristics

Previous literature has found that endorsers' popularity is a relevant construct in determining consumers' attitudes and behaviours.

“previous literature has found that the endorsers’ popularity is a relevant construct in determining consumers’ attitudes and behaviours [1,106].”

Customer value studies in live-streaming only involve generic value dimensions, such as utilitarian, hedonic, or social value, without looking into other value perspectives.

“Moreover, customer value studies in live-streaming only involve generic value dimensions, such as utilitarian value [11], hedonic value [1], or social value [16], without look into other value perspectives that have significant potential influence in the live-streaming context.”

Emotional value drives customers' purchase intention in live-streaming e-commerce.

“Guo et al. [1] stated that live-streaming e-commerce could create a sense of enjoyment and excitement, and these emotional feelings will significantly drive customers’ purchase intention.”

Most existing live-streaming studies only consider external factors that influence users' behaviour, such as technical features, streamer characteristics or live-streaming content.

“However, most of these studies only consider external factors that influence users’ behaviour, such as technical features, streamer characteristics or live-streaming content [1,18,23].”

The finding that emotional value is an important determinant of customers' purchase intention echoes prior studies in similar live-streaming contexts, such as Guo et al. [1] and Hou et al. [3].

“This echoes prior studies in similar live-streaming contexts, such as Guo et al. [1] and Hou et al. [3].”