Title: Construction and assessment a competency model for e-commerce live streamers

Authors: Dan Luo

Addresses: Business School, Putian University, Putian, Fujian 351100, China

Abstract: Live streaming commerce has seen significant growth, leading to an increase in e-commerce live streamers with varying levels of performance. Therefore, the development of a competency model for e-commerce live streamers is crucial for the industry. The study utilised semi-structured interviews, secondary interview data, and observation methods to collect data. Grounded theory was employed for coding. The construction of an initial model of e-commerce live streamer competency, comprising four dimensions and 19 elements, was firstly established. The initial model was further tested and revised through a questionnaire survey, resulting in a competency model consisting of four dimensions: sales skills, communication abilities, psychological traits, and personal charm. This competency model in this study guides the development of e-commerce live streamers and for enhancing their self-competence.

Keywords: electronic commerce; e-commerce; live streamers; live streaming service; competency model.

DOI: 10.1504/IJEB.2026.150468

International Journal of Electronic Business, 2026 Vol.21 No.1, pp.56 - 79

Received: 04 Dec 2023
Accepted: 09 Nov 2024
Published online: 15 Dec 2025 *

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