Demographic details of the live broadcaster sample in this study (n = 537)
| Variable | Measurement | Sample size | Variable | Measurement | Sample size |
|---|---|---|---|---|---|
| Gender | Male | 124 | Broadcaster type | Direct-sale broadcaster | 309 |
| Female | 413 | Agent-sale broadcaster | 228 | ||
| Number of fans | <100,000 | 11 | Promotion capability | General | 11 |
| 100,000–1 million | 230 | Good | 344 | ||
| 1 million–10 million | 213 | Great | 182 | ||
| >10 million | 83 |
| Variable | Measurement | Sample size | Variable | Measurement | Sample size |
|---|---|---|---|---|---|
| Gender | Male | 124 | Broadcaster type | Direct-sale broadcaster | 309 |
| Female | 413 | Agent-sale broadcaster | 228 | ||
| Number of fans | <100,000 | 11 | Promotion capability | General | 11 |
| 100,000–1 million | 230 | Good | 344 | ||
| 1 million–10 million | 213 | Great | 182 | ||
| >10 million | 83 |
Note(s): The platform sets broadcasters' promotion capability at three different levels: General, good, and great
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