Exploring the mechanism of live streaming e-commerce anchors’ language appeals on users’ purchase intention
IntroductionLive streaming e-commerce is an important way for consumers to shop nowadays. Anchors, as salesperson in live streaming e-commerce, greatly affect the sales of the broadcast room. This paper studies the influence mechanism of anchors’ language appeals, rational appeal, and emotional appe...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2023-03-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2023.1109092/full |
| _version_ | 1827996582131269632 |
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| author | Erwei Ma Jiaojiao Liu Kai Li |
| author_facet | Erwei Ma Jiaojiao Liu Kai Li |
| author_sort | Erwei Ma |
| collection | DOAJ |
| description | IntroductionLive streaming e-commerce is an important way for consumers to shop nowadays. Anchors, as salesperson in live streaming e-commerce, greatly affect the sales of the broadcast room. This paper studies the influence mechanism of anchors’ language appeals, rational appeal, and emotional appeal on users’ purchase intention. This study establishes a research framework which based on stimulus-organism-response (SOR) theory, and constructs a model to reflect the relationship between anchors language appeals, self-referencing, self-brand congruity, and purchase intention.MethodsSurvey using a convenience sample (N = 509) was conducted on Chinese mainland netizens through WJX platform (October 17-23, 2022) to obtain data. The partial least square structural equation modeling (PLS-SEM) method was used for data analysis.ResultsThe study found that anchors’ language appeals was positively correlated with self-referencing and self-brand congruity, and there is a positive correlation between self-referencing, self-brand congruity, and purchase intention. Self-referencing and self-brand congruity play a mediating effect between anchors language appeals and purchase intention.DiscussionThis study advances the literature on live streaming e-commerce research and SOR and provides practical implications to influence the strategy of the e-commerce anchors. |
| first_indexed | 2024-04-10T05:14:12Z |
| format | Article |
| id | doaj.art-d14103f83783457eb02b40e9406b567e |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-10T05:14:12Z |
| publishDate | 2023-03-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-d14103f83783457eb02b40e9406b567e2023-03-09T04:53:33ZengFrontiers Media S.A.Frontiers in Psychology1664-10782023-03-011410.3389/fpsyg.2023.11090921109092Exploring the mechanism of live streaming e-commerce anchors’ language appeals on users’ purchase intentionErwei Ma0Jiaojiao Liu1Kai Li2School of Journalism and Communication, Zhengzhou University, Zhengzhou, ChinaSchool of Journalism and Communication, Zhengzhou University, Zhengzhou, ChinaSchool of Journalism and Communication, Guangxi University, Nanning, ChinaIntroductionLive streaming e-commerce is an important way for consumers to shop nowadays. Anchors, as salesperson in live streaming e-commerce, greatly affect the sales of the broadcast room. This paper studies the influence mechanism of anchors’ language appeals, rational appeal, and emotional appeal on users’ purchase intention. This study establishes a research framework which based on stimulus-organism-response (SOR) theory, and constructs a model to reflect the relationship between anchors language appeals, self-referencing, self-brand congruity, and purchase intention.MethodsSurvey using a convenience sample (N = 509) was conducted on Chinese mainland netizens through WJX platform (October 17-23, 2022) to obtain data. The partial least square structural equation modeling (PLS-SEM) method was used for data analysis.ResultsThe study found that anchors’ language appeals was positively correlated with self-referencing and self-brand congruity, and there is a positive correlation between self-referencing, self-brand congruity, and purchase intention. Self-referencing and self-brand congruity play a mediating effect between anchors language appeals and purchase intention.DiscussionThis study advances the literature on live streaming e-commerce research and SOR and provides practical implications to influence the strategy of the e-commerce anchors.https://www.frontiersin.org/articles/10.3389/fpsyg.2023.1109092/fulllive streaming e-commercelanguage appealsself-referencingself-brand congruitypurchase intention |
| spellingShingle | Erwei Ma Jiaojiao Liu Kai Li Exploring the mechanism of live streaming e-commerce anchors’ language appeals on users’ purchase intention Frontiers in Psychology live streaming e-commerce language appeals self-referencing self-brand congruity purchase intention |
| title | Exploring the mechanism of live streaming e-commerce anchors’ language appeals on users’ purchase intention |
| title_full | Exploring the mechanism of live streaming e-commerce anchors’ language appeals on users’ purchase intention |
| title_fullStr | Exploring the mechanism of live streaming e-commerce anchors’ language appeals on users’ purchase intention |
| title_full_unstemmed | Exploring the mechanism of live streaming e-commerce anchors’ language appeals on users’ purchase intention |
| title_short | Exploring the mechanism of live streaming e-commerce anchors’ language appeals on users’ purchase intention |
| title_sort | exploring the mechanism of live streaming e commerce anchors language appeals on users purchase intention |
| topic | live streaming e-commerce language appeals self-referencing self-brand congruity purchase intention |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2023.1109092/full |
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