{"id":"https://openalex.org/W7143389552","doi":"https://doi.org/10.3390/jtaer21040106","title":"Beyond Words: How Streamers\u2019 Dynamic Nonverbal Cues Increase Consumer Purchase Behavior Through Viewer Immersion","display_name":"Beyond Words: How Streamers\u2019 Dynamic Nonverbal Cues Increase Consumer Purchase Behavior Through Viewer Immersion","publication_year":2026,"publication_date":"2026-03-29","ids":{"openalex":"https://openalex.org/W7143389552","doi":"https://doi.org/10.3390/jtaer21040106"},"language":"en","primary_location":{"id":"doi:10.3390/jtaer21040106","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer21040106","pdf_url":"https://www.mdpi.com/0718-1876/21/4/106/pdf?version=1774775315","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},"type":"article","indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://www.mdpi.com/0718-1876/21/4/106/pdf?version=1774775315","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5130961702","display_name":"Xiaochen Liu","orcid":null},"institutions":[{"id":"https://openalex.org/I2898894","display_name":"Liaoning University of Technology","ror":"https://ror.org/05ay23762","country_code":"CN","type":"education","lineage":["https://openalex.org/I2898894"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Xiaochen Liu","raw_affiliation_strings":["School of Economics and Management, Liaoning University of Technology, Jinzhou 121010, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"School of Economics and Management, Liaoning University of Technology, Jinzhou 121010, China","institution_ids":["https://openalex.org/I2898894"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5130984343","display_name":"Tianyang Ma","orcid":null},"institutions":[{"id":"https://openalex.org/I206777745","display_name":"Nanjing Audit University","ror":"https://ror.org/04zj2bd87","country_code":"CN","type":"education","lineage":["https://openalex.org/I206777745"]}],"countries":["CN"],"is_corresponding":true,"raw_author_name":"Tianyang Ma","raw_affiliation_strings":["School of Business, Nanjing Audit University, Nanjing 211815, China"],"raw_orcid":"https://orcid.org/0009-0002-1993-6944","affiliations":[{"raw_affiliation_string":"School of Business, Nanjing Audit University, Nanjing 211815, China","institution_ids":["https://openalex.org/I206777745"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5130918917","display_name":"Qianqian Han","orcid":null},"institutions":[{"id":"https://openalex.org/I206777745","display_name":"Nanjing Audit University","ror":"https://ror.org/04zj2bd87","country_code":"CN","type":"education","lineage":["https://openalex.org/I206777745"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Qianqian Han","raw_affiliation_strings":["School of Business, Nanjing Audit University, Nanjing 211815, China"],"raw_orcid":"https://orcid.org/0009-0006-7214-577X","affiliations":[{"raw_affiliation_string":"School of Business, Nanjing Audit University, Nanjing 211815, China","institution_ids":["https://openalex.org/I206777745"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5130939364","display_name":"Qiang Yang","orcid":null},"institutions":[{"id":"https://openalex.org/I206777745","display_name":"Nanjing Audit University","ror":"https://ror.org/04zj2bd87","country_code":"CN","type":"education","lineage":["https://openalex.org/I206777745"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Qiang Yang","raw_affiliation_strings":["School of Business, Nanjing Audit University, Nanjing 211815, China"],"raw_orcid":"https://orcid.org/0000-0002-5373-1566","affiliations":[{"raw_affiliation_string":"School of Business, Nanjing Audit University, Nanjing 211815, China","institution_ids":["https://openalex.org/I206777745"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":["https://openalex.org/A5130984343"],"corresponding_institution_ids":["https://openalex.org/I206777745"],"apc_list":{"value":1000,"currency":"CHF","value_usd":1114},"apc_paid":{"value":1000,"currency":"CHF","value_usd":1114},"fwci":23.1725,"has_fulltext":true,"cited_by_count":2,"citation_normalized_percentile":{"value":0.99249395,"is_in_top_1_percent":true,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":97,"max":98},"biblio":{"volume":"21","issue":"4","first_page":"106","last_page":"106"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10648","display_name":"Virtual Reality Applications and Impacts","score":0.5489000082015991,"subfield":{"id":"https://openalex.org/subfields/1709","display_name":"Human-Computer Interaction"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},"topics":[{"id":"https://openalex.org/T10648","display_name":"Virtual Reality Applications and Impacts","score":0.5489000082015991,"subfield":{"id":"https://openalex.org/subfields/1709","display_name":"Human-Computer Interaction"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T11536","display_name":"Consumer Retail Behavior Studies","score":0.06480000168085098,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12032","display_name":"Multisensory perception and integration","score":0.05649999901652336,"subfield":{"id":"https://openalex.org/subfields/3205","display_name":"Experimental and Cognitive Psychology"},"field":{"id":"https://openalex.org/fields/32","display_name":"Psychology"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/nonverbal-communication","display_name":"Nonverbal communication","score":0.9254999756813049},{"id":"https://openalex.org/keywords/gesture","display_name":"Gesture","score":0.6507999897003174},{"id":"https://openalex.org/keywords/immersion","display_name":"Immersion (mathematics)","score":0.4058000147342682},{"id":"https://openalex.org/keywords/mediation","display_name":"Mediation","score":0.3959999978542328},{"id":"https://openalex.org/keywords/consumer-behaviour","display_name":"Consumer behaviour","score":0.36410000920295715},{"id":"https://openalex.org/keywords/cognition","display_name":"Cognition","score":0.35010001063346863}],"concepts":[{"id":"https://openalex.org/C145633318","wikidata":"https://www.wikidata.org/wiki/Q207125","display_name":"Nonverbal communication","level":2,"score":0.9254999756813049},{"id":"https://openalex.org/C207347870","wikidata":"https://www.wikidata.org/wiki/Q371174","display_name":"Gesture","level":2,"score":0.6507999897003174},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.6292999982833862},{"id":"https://openalex.org/C199068039","wikidata":"https://www.wikidata.org/wiki/Q574523","display_name":"Immersion (mathematics)","level":2,"score":0.4058000147342682},{"id":"https://openalex.org/C179420905","wikidata":"https://www.wikidata.org/wiki/Q223871","display_name":"Mediation","level":2,"score":0.3959999978542328},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.36410000920295715},{"id":"https://openalex.org/C180747234","wikidata":"https://www.wikidata.org/wiki/Q23373","display_name":"Cognitive psychology","level":1,"score":0.3521000146865845},{"id":"https://openalex.org/C169900460","wikidata":"https://www.wikidata.org/wiki/Q2200417","display_name":"Cognition","level":2,"score":0.35010001063346863},{"id":"https://openalex.org/C191160116","wikidata":"https://www.wikidata.org/wiki/Q3423709","display_name":"Regulatory focus theory","level":3,"score":0.33719998598098755},{"id":"https://openalex.org/C46312422","wikidata":"https://www.wikidata.org/wiki/Q11024","display_name":"Communication","level":1,"score":0.3253999948501587},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3075999915599823},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.3066999912261963},{"id":"https://openalex.org/C10090317","wikidata":"https://www.wikidata.org/wiki/Q7551030","display_name":"Social cue","level":2,"score":0.2849000096321106},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.2556999921798706},{"id":"https://openalex.org/C98045186","wikidata":"https://www.wikidata.org/wiki/Q205663","display_name":"Process (computing)","level":2,"score":0.2515999972820282},{"id":"https://openalex.org/C130064352","wikidata":"https://www.wikidata.org/wiki/Q853725","display_name":"Social relation","level":2,"score":0.2515999972820282}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.3390/jtaer21040106","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer21040106","pdf_url":"https://www.mdpi.com/0718-1876/21/4/106/pdf?version=1774775315","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},{"id":"pmh:oai:doaj.org/article:6a7cbbfa1e7b46298e40648bb1da9fa7","is_oa":true,"landing_page_url":"https://doaj.org/article/6a7cbbfa1e7b46298e40648bb1da9fa7","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research, Vol 21, Iss 4, p 106 (2026)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.3390/jtaer21040106","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer21040106","pdf_url":"https://www.mdpi.com/0718-1876/21/4/106/pdf?version=1774775315","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},"sustainable_development_goals":[],"awards":[{"id":"https://openalex.org/G5628728903","display_name":null,"funder_award_id":"72402097","funder_id":"https://openalex.org/F4320321001","funder_display_name":"National Natural Science Foundation of China"}],"funders":[{"id":"https://openalex.org/F4320321001","display_name":"National Natural Science Foundation of China","ror":"https://ror.org/01h0zpd94"}],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7143389552.pdf","grobid_xml":"https://content.openalex.org/works/W7143389552.grobid-xml"},"referenced_works_count":99,"referenced_works":["https://openalex.org/W2151695699","https://openalex.org/W2624574483","https://openalex.org/W2626982410","https://openalex.org/W2752309279","https://openalex.org/W2757652854","https://openalex.org/W2770741564","https://openalex.org/W2794791964","https://openalex.org/W2797440979","https://openalex.org/W2875330133","https://openalex.org/W2898474963","https://openalex.org/W2898519199","https://openalex.org/W2948226866","https://openalex.org/W2951293442","https://openalex.org/W2957606078","https://openalex.org/W2963803203","https://openalex.org/W2968719209","https://openalex.org/W2971171488","https://openalex.org/W2995918197","https://openalex.org/W3009335864","https://openalex.org/W3038927689","https://openalex.org/W3045244259","https://openalex.org/W3046704450","https://openalex.org/W3125704397","https://openalex.org/W3158213586","https://openalex.org/W3169599625","https://openalex.org/W3182949865","https://openalex.org/W3210979470","https://openalex.org/W3214303807","https://openalex.org/W4205170740","https://openalex.org/W4206212639","https://openalex.org/W4220938208","https://openalex.org/W4233863999","https://openalex.org/W4281646430","https://openalex.org/W4284896188","https://openalex.org/W4286249433","https://openalex.org/W4294723949","https://openalex.org/W4295745583","https://openalex.org/W4296961640","https://openalex.org/W4306963290","https://openalex.org/W4313204307","https://openalex.org/W4320890744","https://openalex.org/W4321763798","https://openalex.org/W4323043386","https://openalex.org/W4366351643","https://openalex.org/W4366998539","https://openalex.org/W4367043342","https://openalex.org/W4367678946","https://openalex.org/W4376136905","https://openalex.org/W4380633145","https://openalex.org/W4384501968","https://openalex.org/W4385574913","https://openalex.org/W4386333391","https://openalex.org/W4386390054","https://openalex.org/W4389186775","https://openalex.org/W4389639306","https://openalex.org/W4390125324","https://openalex.org/W4390790163","https://openalex.org/W4391579572","https://openalex.org/W4392595484","https://openalex.org/W4393013202","https://openalex.org/W4394791944","https://openalex.org/W4395071888","https://openalex.org/W4396518686","https://openalex.org/W4399013013","https://openalex.org/W4399172314","https://openalex.org/W4399384854","https://openalex.org/W4400312798","https://openalex.org/W4400855517","https://openalex.org/W4401162405","https://openalex.org/W4401242497","https://openalex.org/W4401283028","https://openalex.org/W4401441529","https://openalex.org/W4401590579","https://openalex.org/W4401871389","https://openalex.org/W4402230433","https://openalex.org/W4402833018","https://openalex.org/W4402922388","https://openalex.org/W4403269513","https://openalex.org/W4404126278","https://openalex.org/W4404567437","https://openalex.org/W4405731186","https://openalex.org/W4406188371","https://openalex.org/W4406558446","https://openalex.org/W4406959599","https://openalex.org/W4407995040","https://openalex.org/W4410148024","https://openalex.org/W4410537014","https://openalex.org/W4411209869","https://openalex.org/W4411366320","https://openalex.org/W4411901981","https://openalex.org/W4412446896","https://openalex.org/W4413007547","https://openalex.org/W4414510795","https://openalex.org/W4415105952","https://openalex.org/W4415287616","https://openalex.org/W4415929027","https://openalex.org/W4416510285","https://openalex.org/W7083590806","https://openalex.org/W7092358950"],"related_works":[],"abstract_inverted_index":{"Live-streaming":[0],"commerce":[1,163],"has":[2],"become":[3],"a":[4,61,150],"routine":[5],"channel":[6],"for":[7,176],"merchants,":[8],"and":[9,19,35,39,92,108,124,145,164,181],"streamers\u2019":[10,32],"nonverbal":[11,33,80,100,120,143,167],"cues":[12,34,101,144],"are":[13],"closely":[14],"associated":[15,103,126,170],"with":[16,104,127,171],"consumer":[17,36,105,128,146],"responses":[18],"conversion.":[20],"Drawing":[21],"on":[22,55],"real":[23],"live-streaming":[24,113,162],"settings,":[25],"this":[26,52,153],"study":[27,154],"examined":[28,97,160],"the":[29,140,156],"relationship":[30],"between":[31,142],"purchase":[37,106,129,147],"behavior,":[38],"further":[40,133],"tested":[41],"whether":[42],"immersion,":[43],"as":[44],"reflected":[45],"by":[46],"average":[47],"watch":[48],"time,":[49],"helped":[50,138],"explain":[51,139],"relationship.":[53],"Building":[54],"Social":[56],"Cognitive":[57],"Theory,":[58],"we":[59,77],"constructed":[60],"multimodal":[62],"dataset":[63],"of":[64,158],"4600":[65],"product-presentation":[66],"segments":[67],"from":[68],"546":[69],"live":[70],"sessions.":[71],"Using":[72],"an":[73],"automated":[74],"computer-vision-based":[75],"framework,":[76],"measured":[78],"segment-level":[79],"behaviors,":[81],"including":[82],"nodding":[83],"frequency,":[84],"gesture":[85],"intensity,":[86,89],"postural":[87],"movement":[88],"forward":[90],"lean,":[91],"camera":[93,179],"proximity.":[94],"We":[95],"then":[96],"how":[98,166],"these":[99],"were":[102],"behavior":[107],"through":[109],"what":[110],"mechanisms":[111],"in":[112,161],"settings.":[114],"The":[115],"results":[116],"showed":[117],"that":[118,135],"each":[119],"cue":[121],"was":[122],"positively":[123],"significantly":[125,137],"behavior.":[130,148],"Mediation":[131],"tests":[132],"indicated":[134],"immersion":[136],"relationships":[141],"From":[149],"process":[151],"perspective,":[152],"extends":[155],"range":[157],"constructs":[159],"clarifies":[165],"communication":[168],"is":[169],"outcomes,":[172],"offering":[173],"practical":[174],"implications":[175],"streamer":[177],"training,":[178],"setup,":[180],"content":[182],"design.":[183]},"counts_by_year":[{"year":2026,"cited_by_count":2}],"updated_date":"2026-07-22T07:51:19.307946","created_date":"2026-03-31T00:00:00"}
