How Affectionate Nicknames Affect Attitudes Toward Streamers in E-commerce Live Streaming
Author Information
Author(s): Liu Yuan, Liu Maohong
Primary Institution: Wuhan University
Hypothesis
Consumers’ responses to the use of affectionate nicknames differ based on the type of E-commerce streamer.
Conclusion
The study found that affectionate nicknames positively influence attitudes toward human streamers but negatively affect attitudes toward virtual streamers.
Supporting Evidence
- Using affectionate nicknames enhances consumer attitudes toward human streamers.
- Not using affectionate nicknames improves attitudes toward virtual streamers.
- Psychological closeness mediates the relationship between affectionate nicknames and streamer attitudes.
Takeaway
When watching live streams, people like it more when real streamers use sweet nicknames, but they prefer when virtual streamers don’t use them.
Methodology
Two experiments were conducted with a 2x2 design involving affectionate nicknames and streamer types, collecting data through online surveys.
Potential Biases
Potential biases in self-reported data and the specific cultural context of the study.
Limitations
The study primarily focuses on tangible products and may not generalize to other product categories.
Participant Demographics
The sample included 61% female participants, with 89% under the age of 40.
Statistical Information
P-Value
p<0.001
Confidence Interval
[0.500, 1.179]
Statistical Significance
p<0.05
Digital Object Identifier (DOI)
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