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<p>Live streaming commerce introduces an intensified level of consumer–streamer interaction, heightening the fallout when endorsed products fail to meet expectations. This research investigates how product failures escalate consumer retaliation against both streamers and their affiliated brands, focusing on streamer type (celebrity vs. ordinary), perceived betrayal, and attribution of blame (internal vs. external). Grounded in expectancy violation theory and attribution theory, four experimental studies were conducted to examine why celebrity streamers face stronger retaliation, how betrayal mediates retaliatory responses, how negativity spills over to affiliated brands, and how attribution patterns moderate these effects. Findings confirm that consumers respond more harshly to celebrity streamers following product failures, with perceived betrayal partially mediating this effect. Retaliatory intentions toward streamers further extend to brand retaliation. Moreover, attributions to external causes amplify backlash against celebrity streamers, whereas internal attributions shift blame toward ordinary streamers. This research advances understanding of consumer retaliation in live streaming commerce by establishing streamer status as a pivotal determinant, identifying betrayal as a key psychological mechanism, revealing spillover effects to brands, and highlighting attribution of locus as a critical boundary condition.</p>

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When stars fall: streamer fame, consumer retaliation, and brand spillover in product failure episodes

  • 期刊论文

  • 发表日期：

    2026年1月27日

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  • Rong Liu,
  • Di Wu,
  • Siqi Li

摘要

Live streaming commerce introduces an intensified level of consumer–streamer interaction, heightening the fallout when endorsed products fail to meet expectations. This research investigates how product failures escalate consumer retaliation against both streamers and their affiliated brands, focusing on streamer type (celebrity vs. ordinary), perceived betrayal, and attribution of blame (internal vs. external). Grounded in expectancy violation theory and attribution theory, four experimental studies were conducted to examine why celebrity streamers face stronger retaliation, how betrayal mediates retaliatory responses, how negativity spills over to affiliated brands, and how attribution patterns moderate these effects. Findings confirm that consumers respond more harshly to celebrity streamers following product failures, with perceived betrayal partially mediating this effect. Retaliatory intentions toward streamers further extend to brand retaliation. Moreover, attributions to external causes amplify backlash against celebrity streamers, whereas internal attributions shift blame toward ordinary streamers. This research advances understanding of consumer retaliation in live streaming commerce by establishing streamer status as a pivotal determinant, identifying betrayal as a key psychological mechanism, revealing spillover effects to brands, and highlighting attribution of locus as a critical boundary condition.