Understanding How Streamer’s Self-Presentation in E-Commerce Live Streaming Affects Consumers: The Role of Persuasion Knowledge

Shuangshuang Song ^[1] ; Ying Xu ^[2] ; Baolong Ma ^[1] ; Xin Zong ^[2]
1. [1] Beijing Institute of Technology
  
  Beijing Institute of Technology
  
  China
2. [2] Jilin University
  
  Jilin University
  
  China
Localización: Journal of Theoretical and Applied Electronic Commerce Research, ISSN-e 0718-1876, Vol. 19, Nº. 3, 2024, págs. 1922-1942
Idioma: inglés
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Resumen
- In recent years, live streaming has become the mainstream way of online shopping in China. As the dominant player and performer in live streaming, streamers play a crucial role in consumers’ purchase decisions. Therefore, this study focuses on the self-presentation behavior of streamers in the context of e-commerce live streaming and explores the mechanism of its influence on consumers’ purchase intention from the perspective of persuasion knowledge. A total of 538 consumers from China participated in this anonymous survey. The results indicate that helpful and empathetic behaviors of streamers can significantly enhance consumers’ purchase intention, while derogatory, exaggerated, and flattering behaviors of streamers can significantly diminish consumers’ purchase intention. Persuasion knowledge played a mediating role and had a significant negative impact on purchase intention, while anticipated inaction regret weakened its effect on purchase intention.