Research On The Mechanism Of The Interaction Effects Between Live Streaming Commerce Styles And Product Types On Consumers’ Purchase Intention

In recent years,live streaming commerce has grown rapidly and become a standard marketing tool for companies.On the condition of de-influencers,how to carry out live streaming commerce has become a key concern for enterprises,which has not yet been discussed in empirical studies.In practice,more and more companies/brands are making attempts in live streaming commerce.At present,there are two styles in live streaming commerce generally,one is more and more professional in live streaming commerce,focusing on promoting and introducing products to consumers in the form of language;The other is to attract consumers through entertainment performances,most of which are novel and alternative,displaying brands and products while entertaining the audience.So,which style of live commerce is better? In different live streaming commerce contexts,should the styles be flexibly adapted to promote sales? However,there is a paucity of literature.Therefore,this research classifies live-streaming styles into entertaining live-streaming styles and expert live-streaming styles according to the different performance and characteristics of live-streaming,adopts the stimulusorganism-response model and use-satisfaction theory,investigate the interaction effect between live-streaming styles and product types on consumers’ purchase intention and the underlying mechanisms.We conducted two pre-experiments to determine the live streaming materials and products,which were applied to the main experiment formal studies.Experiments 1and 2 both adopted a 2 x 2 intergroup experimental design,and randomly invited participants to participate in the experiment in domestic data platforms,and the interaction effect between live streaming commerce styles and product types on consumers’ purchase intention and the mediate effect were investigated.The results of experiments show that the interaction effect between live streaming commerce styles and product types on consumers’ purchase intention,when recommended experience products,users will have higher purchase intention if sellers adopt entertainment live streaming commerce style and search products,users will have higher purchase intention if expert live streaming commerce style.At the same time,hedonic gratification has mediating effect of entertainment live streaming commerce style and experience products matching on consumers’ purchase intention,while utilitarian gratification has mediating effect of the expert live streaming commerce style and search product matching on consumers’ purchase intention.This research is one of the few findings that reveals how the live streaming commerce styles fit with product types,which has some theoretical and practical implications.This study enriches the literature in the field of live streaming commerce,further investigates the self-broadcasting strategies of enterprises,and explores what kind of live streaming commerce styles enterprises should choose in the certain live streaming commerce environment,providing reference for enterprises to carry out live streaming commerce.