Proceedings of the 2024 International Conference on Applied Economics, Management Science and Social Development (AEMSS 2024)

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The Impact of Host Emotional Expression on Consumer Preference for Self-improvement products in E-commerce Live Streaming

Authors
Min Hou1, *, Lingyue Jiang1
1School of Business Administration (MBA), Zhejiang Gongshang University, Hangzhou, 310018, China
*Corresponding author. Email: houmin@mail.zjgsu.edu.cn
Corresponding Author
Min Hou
Available Online 27 May 2024.
DOI
10.2991/978-2-38476-257-6_23How to use a DOI?
Keywords
e-commerce live broadcast; emotional expression; self-improvement product preference
Abstract

The way hosts express emotions in live streaming not only impacts how online consumers perceive e-commerce products but also influences their impression of the hosts, ultimately affecting consumer behavior. This study aims to explore how emotional expression by e-commerce hosts influences consumer preference for self-improvement products. The findings show that the type of emotional expression by hosts affects consumer preference for self-improvement products. Compared to positive emotional expression, negative emotional expression by hosts tends to increase consumer preference for self-improvement products. Additionally, the study observes the mediating role of source credibility in influencing consumer preference for self-improvement products based on host emotional expression. High source credibility leads to a stronger preference for self-improvement products. These findings provide valuable insights for e-commerce hosts to understand which emotional expressions effectively attract consumers and enhance their preference for self-improvement products, and establish a theoretical basis for host emotional expression strategies.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2024 International Conference on Applied Economics, Management Science and Social Development (AEMSS 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
27 May 2024
ISBN
978-2-38476-257-6
ISSN
2352-5428
DOI
10.2991/978-2-38476-257-6_23How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Min Hou
AU  - Lingyue Jiang
PY  - 2024
DA  - 2024/05/27
TI  - The Impact of Host Emotional Expression on Consumer Preference for Self-improvement products in E-commerce Live Streaming
BT  - Proceedings of the 2024 International Conference on Applied Economics, Management Science and Social Development (AEMSS 2024)
PB  - Atlantis Press
SP  - 187
EP  - 199
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-2-38476-257-6_23
DO  - 10.2991/978-2-38476-257-6_23
ID  - Hou2024
ER  -