Wang Yan
ABSTRACT
This descriptive research assesses the relationship between TikTok live streaming anchors’ performance and the level of customer engagement. Anchor performance is categorized into product presentation and salesmanship, audience engagement and live feedback, brand representation, and technical proficiency. Customer engagement covers frequency and depth of interaction, emotional resonance and loyalty, and information acquisition and purchasing behavior. Based on an empirical study with 40 live stream anchors and 225consumers, the research evaluates the impact of anchor performance on consumer engagement and proposes an action plan to boost live-streaming sales by enhancing anchor performance.The results confirm that anchor performance directly influences customer engagement. Product presentation and salesmanship, audience engagement and live feedback, brand representation, and technical proficiency, all show positive correlations with engagement. The study also reveals problems faced by consumers during live streaming, related to anchor performance. Accordingly, a comprehensive plan is proposed to improve anchors’ performance, aiming to address challenges, foster a better live streaming environment, and increase customer engagement. In conclusion, e-commerce live streaming should focus on anchor performance that impacts consumer decisions, by cultivating unique skills, increasing interaction, and leveraging popularity and authenticity to enhance engagement.
Keywords: anchor’s performance, customer’s engagement, live streaming, e-commerce
https://doi.org/10.57180/puuc4822