Online sellers are more likely to boost their consumer engagement if they are "good looking", according to a new study by Charles Darwin University (CDU) in collaboration with institutions in China, Vietnam and France.
The study explored the influence of physical attractiveness on consumer engagement through sellers who broadcast live streams on Chinese etailer Taobao’s online site.
The eCommerce live streaming is where a broadcaster can live stream products and interact with consumers in real time. Consumers can see, comment, and discuss with the broadcaster and other consumers on the same platform.
China reportedly has the largest live streaming e-commerce market in the world.
The study collected data from 810 Taobao consumers, with 90% of respondents aged between 20 and 30 years old, and with 86.7% saying they watched live streams for one to two hours per day. The more time consumers spent watching live streaming services, the more they engaged with broadcasters and other viewers.
CDU senior lecturer Dr Ninh Nguyen said consumers participated in a survey asking a series of questions on their emotions, thoughts and behaviours when watching broadcasts.
“The finding indicates that consumers appreciate the beauty and tend to focus their entire attention and interests on good-looking broadcasters because they are physically attractive and charming,” Nguyen explained.
“The physical attractiveness of broadcasters encourages consumers to devote more time and efforts to watching the live streaming of good-looking broadcasters.”
The study, Do consumers stick with good-looking broadcasters? The mediating and moderating mechanisms of motivation and emotion, was recently published in the Journal of Business Research.
Xiamen University professor Thac Dang-Van claimed marketers needed to adapt their strategies to the findings.
“People often hold this stereotype about physical appearance: ‘what is beautiful is good’. Given this stereotype, consumers often highly evaluate products and services recommended by physically attractive broadcasters,” Professor Dang-Van said.
“Therefore, in their marketing strategy, live streaming firms should combine the image of good-looking broadcasters with their products and brands.”
Academic institutions who also oversaw the study include Zhejiang University of Finance and Economics in China, Dong Nai University of Technology and Thuong Mai University in Vietnam, and the Excelia Business School in France.