How Does Brand Attachment of Live Streaming Hosts Enhance Their Online Sales? A Mechanism Study Based on Multiple Paths

Abstract

Abstract: With the trend of the decline of the traditional off-line sales and the growth of the new type of webcast sales, the channel center position of the live streaming hosts has become more and more prominent in the transaction. Although researchers have carried out some discussions on the business model and consumption behavior of live stream sales, there are few studies from the perspective of live streaming hosts on the network, especially the possible impact of the relationship between the hosts and the brands is neglected. Based on the work demand-resource model, this paper discusses whether and how brand attachment of live streaming hosts can affect their behavior and sales performance. This study proposes three hypothetical paths, i.e., sales work involvement, sales fun and organizational commitments, and conducts a questionnaire survey on 165 live streaming hosts on such online social platforms as Taobao live broadcast. By making use of the AMOS software for analysis, it is found that the brand attachment of the marketing anchors can affect sales performance and behavior performance by improving sales work efforts and sales fun respectively, while the organizational commitment path fails to pass the verification. In addition, the behavior performance of the hosts has a positive impact on their sales performance. This study not only makes a certain contribution to the research of brand attachment, but also provides theoretical guidance for the live streaming hosts to improve their sales performance.

Key words: live streaming hosts, brand attachment, sales work involvement, sales fun, performance

CLC Number:

F490.6

XIONG Qi-ying, XIONG Li. How Does Brand Attachment of Live Streaming Hosts Enhance Their Online Sales? A Mechanism Study Based on Multiple Paths[J]. Journal of Jiangxi University of Finance and Economics, 2022, 0(2): 28-39.

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