The bright side of emotional extremity: Evidence from tipping in live streaming platform

Chen, Xingyu; Ji, Li; Jiang, Ling; Huang, Justin

doi:10.1016/j.im.2022.103726

Cited by 12 publications

(4 citation statements)

References 47 publications

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“…grocery stores) where the link between service quality and tipping is unclear. Live streaming, wherein a broadcaster streams a live interaction with peer viewers, is another uncertain context that has quickly adopted tipping norms, such as continuous, repeated, and observable tipping throughout the interaction (Chen et al 2022). Perhaps more surprisingly, tip requests have been integrated into online donation requests.…”

Section: Emergent Contextsmentioning

confidence: 99%

Tipping, Disrupted: The Multi-Stakeholder Digital Tipped Service Journey

Warren

Hanson

2023

Journal of Service Research

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The shift from analog to digital point-of-sale systems (e.g. Square) and app-based service platforms (e.g. Uber) disrupted frontline services by creating new tipping processes that occur in an ever-expanding range of service contexts and involve new stakeholders. The increasing importance of tipping in the global economy and the uncertainty regarding tipping practices suggest the need for a comprehensive framework that accounts for evolving tipped service networks. We introduce the multi-stakeholder service journey lens to build a conceptual framework that accounts for the competing interests of customers, employees, frontline service managers, technology providers, and other stakeholders in emergent tipped services. This framework examines interactions between stakeholders at different points along the tipped service journey, while accounting for the technologies and contexts that shape stakeholder interactions and the sometimes divergent outcomes that result. Stakeholder interactions at each stage of the tipped service journey suggest theoretically rich research questions, such as “How do digital tipping technologies diffuse into and realign cultural practices?”, and important practical questions, such as “Which tip request framing and formatting choices result in the highest tips, most customer satisfaction, and optimum employee outcomes?” Our conclusion emphasizes the importance of multi-stakeholder service journey perspectives for examining digitally disrupted services.

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Section: Emergent Contextsmentioning

confidence: 99%

Tipping, Disrupted: The Multi-Stakeholder Digital Tipped Service Journey

Warren

Hanson

2023

Journal of Service Research

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“…In the livestreaming e-commerce context, comment volume reflects the interactive level between streamers and viewers as well as the intensity of product Streamers' product description discussions (Chen et al, 2022). From the perspective of information cues, a continual increase in comment volume can provide additional product information to other consumers, alleviating their information uncertainty and thereby serving as a vital predictor of sales performance (Yang et al, 2016;Zhu and Zhang, 2010).…”

Section: Comment Volumementioning

confidence: 99%

“…Comment emotion reflects consumers' experiences in the livestreaming participation and transaction process (Chen et al, 2022). First, positive comments reflect viewers' love for the streamers' interactive style and personality.…”

Section: Comment Emotionmentioning

confidence: 99%

“…Viewers' commenting behaviors will become more active when streamers pay more attention to comments during game livestreaming (Li and Guo, 2021). Furthermore, extreme emotions expressed by viewers during livestreaming negatively affect the frequency of other viewers' rewards, but help to motivate viewers to increase the tipping amount (Chen et al ., 2022). However, existing literature ignores the impacts of the basic characteristics of comments, such as length, quantity and sentiment, on consumers' product quality judgments and purchase intentions.…”

Section: Introductionmentioning

confidence: 99%

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Combination of streamers' product description and viewers' comments: moderating effect of streamer–viewer relationship strength

Peng,

Ding,

Zhang

2023

MIP

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PurposeThis study examines the relationship between streamers' product descriptions, customer comments and online sales and focuses on the moderating effect of streamer–viewer relationship strength.Design/methodology/approachBetween June 2021 and April 2022, the structured data of 965 livestreaming and unstructured text data of 42,956,147 characters from two major live-streaming platforms were collected for the study. Text analysis and regression analysis methods were employed for data analysis.FindingsFirst, the authors' analysis reveals an inverted U-shaped relationship between comment length and product sales. Notably, comment volume and comment emotion positively influence product sales. Furthermore, the semantic richness, emotion and readability of streamers' product descriptions also positively influence product sales. Secondly, the authors find that the strength of streamer–viewer relationship weakens the positive effects of comment volume and comment emotion without moderating the inverted U-shaped effect of comment length. Lastly, the strength of streamer–viewer relationship also diminishes the positive effects of emotion, semantics and readability of streamers' product descriptions on product sales.Originality/valueThis study is the first to concurrently examine the direct and interactive effects of user-generated content (UGC) and marketer-generated content (MGC) on consumer purchase behaviors in livestreaming e-commerce, offering a novel perspective on individual decision-making and cue utilization in the social retail context.

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