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This research study aims to conduct an empirical study on the influence of the broadcasters' role orientation transformation on the viewers' tipping behavior.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>The authors collect data from Kuai, a leading online live streaming service provider in China. The dataset includes 175,701 live streaming data from 971 broadcasters in 7\u00a0months. To avoid unobservable factors, the authors adopt two difference-in-differences (DID) models to estimate the effect of two kinds of broadcaster's role orientation transformation on the broadcaster\u2019s direct income separately. And the authors use the Heckman-type correction to solve broadcasters\u2019 self-selected problem.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The authors evaluated that there is a U-shape relationship between the broadcasters' role orientation transformation and their direct income. The broadcasters' direct income experienced a sharp decline for a short period of time after transformation and followed by a rise after a period of adaptation. And for broadcasters with different genders and amounts of fans, the influence degree of role orientation transformation is various.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This paper provides a fresh usage of the regulatory engagement theory in the brand new information communication technology. And it also explores the boundary effect of the participating object's self-factors in the regulatory engagement theory. Besides, this paper expands the research of livestreaming into natural background. Such results also provide operable suggestions for the livestream platform, the broadcaster himself and the enterprises who want to employ some broadcasters to recommend their products.<\/jats:p><\/jats:sec>","DOI":"10.1108\/ajim-02-2023-0055","type":"journal-article","created":{"date-parts":[[2023,9,1]],"date-time":"2023-09-01T11:48:38Z","timestamp":1693568918000},"page":"1-26","source":"Crossref","is-referenced-by-count":5,"title":["\u201cTransformation or not?\u201d the effect of broadcasters' role orientation transformation on their direct income"],"prefix":"10.1108","volume":"77","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-0981-0590","authenticated-orcid":false,"given":"Pengyu","family":"Li","sequence":"first","affiliation":[]},{"given":"Jingbo","family":"Shao","sequence":"additional","affiliation":[]},{"given":"Hang","family":"Wu","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2023,9,1]]},"reference":[{"issue":"11-12","key":"key2025010116215904000_ref001","doi-asserted-by":"crossref","first-page":"767","DOI":"10.1080\/02642069.2021.1905798","article-title":"Customer engagement and purchase intention in live-streaming digital marketing platforms","volume":"41","year":"2021","journal-title":"The Service Industries Journal"},{"issue":"8","key":"key2025010116215904000_ref064","doi-asserted-by":"crossref","first-page":"1042","DOI":"10.1177\/0146167211410355","article-title":"Does being attractive always help? 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