Research On The Influence Of Live Streamer Congruity On Consumers’ Purchase Intention In E-Commerce Live Streaming

As a new type of service mode,e-commerce live streaming has developed rapidly in recent years due to its’ integration advantages of transaction functions and social functions.E-commerce live streamer plays a core role in integrating advantages by providing high-quality content and linking products,brands and consumers in live streaming.When consumers choose to shop through live streaming,they will observe and evaluate the congruence between the streamers and the live streaming content,products,brands and themselves.When the live streamers lack congruence between the content and other elements,consumers will doubt the motivation of the streamers,thus reducing the purchase intention.Clarifying the potential influence mechanism of live streamer congruence on consumers’ purchase intention is of great significance for ecommerce enterprises to improve live streaming marketing efficiency and market competitiveness.From the perspective of consumer trust,this study explores the influence mechanism of congruence between streamer and live streaming content,congruence between streamer and product,congruence between streamer and brand image,and congruence between streamer and consumer ideal image on consumers’ purchase intention under the background of e-commerce live streaming.After reviewing the relevant literature of e-commerce live streaming,product endorsement,congruence theory and consumers’ purchase intention,a theoretical model of the influence of congruence of e-commerce streamers on consumers’ purchase intention was constructed based on the elaboration likelihood model.496 valid data samples were obtained by questionnaire survey,and SPSS25.0 and PLS3.0 software were used for reliability and validity analysis and structural equation model test.It is found that the congruence between streamer and live streaming content,the congruence between streamer and products and the congruence between streamer and consumers’ ideal image have a positive impact on consumers’ purchase intention,while the congruence between streamer and brand image has no significant impact on consumers’ purchase intention.Cognitive trust and emotional trust play a mediating role in the relationship between streamers and live streaming content,products,consumers’ ideal image congruence and purchase intention,while there is no mediating effect in the relationship between live streamers and brand image congruence and consumers’ purchase intention.In addition,when the involvement degree of consumer in live streaming is high,the impact of emotional trust on purchase intention will be weakened,while when the involvement degree of consumer in live streaming is low,the impact of emotional trust on purchase intention will be enhanced.The research results are expected to provide theoretical guidance and practical reference for expanding the theoretical background of congruence,improving consumer trust and improving the efficiency of e-commerce live marketing.