International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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Exploring the Structural Relationship among Beauty Influencers' Attractiveness and Homophily, Emotional Attachment, and Live Commerce Stickiness

  • Madina, Suleimen (School of Business Administration, Graduate School, Chung-Ang University) ;
  • Kim, Hyeon-Cheol (School of Business Administration, College of Business and Economics, Chung-Ang University)
  • Received : 2021.11.30
  • Accepted : 2021.12.17
  • Published : 2021.12.31
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Abstract

This study aims to understand how an influencer's social and physical attractiveness, background and value homophily influences consumer's emotional attachment, which in turn causes user stickiness with regards the influencer's live commerce. We tested all proposed hypotheses among users of the online shopping platform "TaoBao". Ultimately, 297 questionnaires were collected by means of an online survey. The results revealed that social and physical attractiveness positively influence emotional attachment. Meanwhile only value homophily significantly affected emotional attachment, whereas background homophily did not significantly affect emotional attachment. Additionally, emotional attachment was found to significantly influence live commerce stickiness. We also investigated the moderation effect of perceived beauty trends of products sold on live commerce, where the results indicated that high beauty tends to have a higher effect on live commerce stickiness behavior. Lastly, theoretical and managerial implications have been offered.

Keywords

Acknowledgement

This research was supported by the Chung-Ang University Research Scholarship Grants in 2021

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