The Role of Psychological Factors in Self-Leadership Development an Investigation Among E-Commerce Webcast Streamers

Abstract

This study explores the development of self-leadership skills among webcast streamers in China's e-commerce industry. We delved into the psychological factors that influence these skills in a unique professional context. This research involved in-depth interviews with 20 webcast streamers from various niches within the Chinese e-commerce sector. Thematic analysis of their insights revealed several key findings. Intrinsic motivation, stemming from a passion for products and live viewer interactions, emerged as a primary driver of self-leadership development among webcast streamers. They use self-control strategies and adaptability to navigate the dynamic e-commerce landscape effectively. Strategies for managing stress and building resilience are essential for sustaining high performance in this challenging environment. This study's significance lies in its contribution to understanding self-leadership dynamics in the evolving digital marketplace. The findings offer valuable insights for webcast streamers, e-commerce businesses, and scholars interested in leadership development. Moreover, this research underscores the importance of considering cultural and contextual factors, emphasizing the need for context-specific approaches in leadership development.