Proceedings of the 2025 4th International Conference on Science Education and Art Appreciation (SEAA 2025)

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Online Narrators: A Study on the Charisma, Competence, and Cultural Construction of Live-Streaming E-Commerce Hosts in China

Authors
Cheng Long1, *, Zaharuzaman Jamaluddin1, Latifah Abd Latib1
1Universiti Selangor, Jalan Zirkon A7/A Seksyen 7, 40000, Shah Alam, Selangor Darul Ehsan, Malaysia
*Corresponding author. Email: 78767513@qq.com
Corresponding Author
Cheng Long
Available Online 31 July 2025.
DOI
10.2991/978-2-38476-452-5_68How to use a DOI?
Keywords
Digital Cultural Consumption; Parasocial Interaction; live-streaming e-commerce
Abstract

This study explores the pivotal role of hosts as “online narrators” in Chinese live-streaming e-commerce and their impact on consumers’ digital cultural consumption behavior. We argue that live-streaming e-commerce has evolved beyond traditional commerce into a unique sphere integrating online performance, immersive interaction, and digital cultural consumption. Adopting an interdisciplinary lens from digital media, cultural industry, and art appreciation, we propose a theoretical framework focusing on hosts’ digital performance affordances, aesthetic appeal, and cultural dissemination capabilities. These attributes collectively shape the host’s digital persona. Through parasocial interaction, a new mode of social engagement, they profoundly influence consumers’ aesthetic pleasure, emotional resonance, and sense of community belonging, ultimately driving digital cultural consumption. This research aims to address existing literature gaps and offer theoretical insights into emerging cultural dissemination paradigms in the digital economy.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 4th International Conference on Science Education and Art Appreciation (SEAA 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
31 July 2025
ISBN
978-2-38476-452-5
ISSN
2352-5398
DOI
10.2991/978-2-38476-452-5_68How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Cheng Long
AU  - Zaharuzaman Jamaluddin
AU  - Latifah Abd Latib
PY  - 2025
DA  - 2025/07/31
TI  - Online Narrators: A Study on the Charisma, Competence, and Cultural Construction of Live-Streaming E-Commerce Hosts in China
BT  - Proceedings of the 2025 4th International Conference on Science Education and Art Appreciation (SEAA 2025)
PB  - Atlantis Press
SP  - 539
EP  - 545
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-452-5_68
DO  - 10.2991/978-2-38476-452-5_68
ID  - Long2025
ER  -