A0706
Title: Understanding the impact of emotion on customer conversion: Evidence from automotive live streaming
Authors: Ziyu Xiong - Central University of Finance and Economics (China) [presenting]
Yuntao Dong - Peking University (China)
Jing Zhou - Renmin University of China (China)
Xuening Zhu - Fudan University (China)
Hansheng Wang - Peking University (China)
Abstract: Automotive live streaming is rapidly emerging as a vital platform for the real-time display of vehicles to audiences. However, the conversion of casual viewers into committed followers persists as an intricate challenge, demanding more in-depth scrutiny. Consequently, understanding the factors that influence viewer conversion is crucial. In this setting, based on the emotional contagion theory, a research model is established using real-time data to investigate the effect of the broadcaster's emotion on viewer conversion. To effectively identify the emotion conveyed through the broadcaster's speech, a convolution-neutral network model is developed, and three emotional variables are constructed to represent the broadcaster's emotion, categorized into valence emotion, arousal emotion and emotional fluctuation. Applying a large-scale sample of 5035 live streams, the empirical study finds that pleasure emotion and arousal emotion can bolster conversion, while emotional fluctuation may hinder it. Interestingly, the study unveils that the conversion gains brought about by female broadcasters' emotions tend to surpass those of their male counterparts, indicating a notable "female advantage" regarding emotional influence and viewer conversion. These findings provide valuable guidance for platforms and broadcasters to optimize marketing interventions such as broadcaster emotion enhancement and viewer engagement improvement in live streaming.
