Variables and measurements
| Variable | Measurement | Proxy | References |
|---|---|---|---|
| Dependent variable | |||
| Purchasing behavior | Viewers purchase products introduced by broadcasters in live-streaming commerce | The number of increased sales per minute recorded in live streams | Hu and Chaudhry (2020) |
| Gift-giving behavior | Viewers send broadcasters virtual tokens or gifts they have purchased from the platform with money | The number of increased gifts from viewers per minute recorded in live streams | Lin et al. (2021) |
| Independent variable | |||
| Social interaction-oriented content in broadcasters' live streams | Social signals to express or identify the interaction intentions in broadcasters' live speech | The proportion of social words contained in broadcasters' speech content in each minute recorded | Durlauf and Ioannides (2010) |
| Moderator | |||
| Broadcaster popularity | A broadcaster's popularity | The number of online viewers in a live-streaming room recorded at the end of a minute | Kang et al. (2021) |
| Control variable | |||
| Gender | A broadcaster's gender | 1 = male; 0 = female | |
| Promotion capability | A broadcaster's promotion ability | A broadcaster's promotion capability | |
| Broadcaster type | A broadcaster's type | Broadcasters that only promote one brand as direct-sale broadcasters = 1; broadcasters that promote multiple brands and multiple types of products as agent-sale broadcasters = −1 | |
| Number of fans | The viewers' attachment to a broadcaster | A broadcaster's number of fans | Derbaix and Korchia (2019) |
| Number of live broadcasts per month | A broadcaster's live broadcast activity per month | A broadcaster's average number of live broadcasts per month | |
| Live-stream word counts per minute | The number of words a broadcaster expressed through live speech per minute | The number of words in a broadcaster's live speech per minute recorded | Fieder et al. (2018) |
| Variable | Measurement | Proxy | References |
|---|---|---|---|
| Purchasing behavior | Viewers purchase products introduced by broadcasters in live-streaming commerce | The number of increased sales per minute recorded in live streams | |
| Gift-giving behavior | Viewers send broadcasters virtual tokens or gifts they have purchased from the platform with money | The number of increased gifts from viewers per minute recorded in live streams | |
| Social interaction-oriented content in broadcasters' live streams | Social signals to express or identify the interaction intentions in broadcasters' live speech | The proportion of social words contained in broadcasters' speech content in each minute recorded | |
| Broadcaster popularity | A broadcaster's popularity | The number of online viewers in a live-streaming room recorded at the end of a minute | |
| Gender | A broadcaster's gender | 1 = male; 0 = female | |
| Promotion capability | A broadcaster's promotion ability | A broadcaster's promotion capability | |
| Broadcaster type | A broadcaster's type | Broadcasters that only promote one brand as direct-sale broadcasters = 1; broadcasters that promote multiple brands and multiple types of products as agent-sale broadcasters = −1 | |
| Number of fans | The viewers' attachment to a broadcaster | A broadcaster's number of fans | |
| Number of live broadcasts per month | A broadcaster's live broadcast activity per month | A broadcaster's average number of live broadcasts per month | |
| Live-stream word counts per minute | The number of words a broadcaster expressed through live speech per minute | The number of words in a broadcaster's live speech per minute recorded | |
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.