The retention of audiences has become a pressing issue in the paradigm of livestreaming electronic commerce. Embracing the cognitive appraisal theory of emotions, this study develops a research model to gauge the relationship between emotion and audience retention. The results from 1,218,692 bullet comments from 491,348 users in 946 livestreaming sessions indicate that users’ valence and arousal affect retention positively, while the two dimensions of streamers’ emotions exert impacts in opposite directions. We further discover that intimacy has significant moderating effects in the research model. These findings emphasize the importance of understanding emotional dynamics in LSE in promoting audience retention.

中文翻译：

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研究情绪如何影响在线观众保留：来自直播电商平台的经验证据


观众留存已成为直播电商范式中亟待解决的问题。本研究采用情绪认知评估理论，开发了一个研究模型来衡量情绪与观众保留之间的关系。 946场直播中491,348名用户的1,218,692条弹幕评论结果表明，用户的效价和唤醒度对留存率有正向影响，而主播情绪的两个维度则产生相反的影响。我们进一步发现，亲密关系在研究模型中具有显着的调节作用。这些发现强调了了解伦敦经济学院的情绪动态对于促进观众保留的重要性。