This study uses the approach-avoidance motivation theory (AAMT) to investigate how various influence tactics used by broadcasters affect consumers’ promotion focus and purchase intention in the context of live-streaming social commerce. This study also examines the moderating role of broadcasters’ physical appearance in the relationship between consumer promotion focus and purchase intention.
Data were collected from 810 consumers on the Taobao live-streaming platform in China. Multivariate techniques and structural equation modeling were used to analyze data and test the research hypotheses.
Results indicate that both rational and emotional influence tactics positively influence consumers’ promotion focus and purchase intention. However, the influences of coercive tactics are mixed: while promise tactics positively influence consumers’ promotion focus and purchase intention, threat tactics have a negative affect. Furthermore, broadcasters’ physical appearance positively moderates the relationship between consumers’ promotion focus and purchase intention.
This study extends the AAMT by proposing and empirically testing a novel model that explains the effects of broadcasters’ influence tactics and physical appearance on consumer behavior within live-streaming social commerce. The findings provide new insights into how broadcasters’ strategies and attributes drive consumers’ positive motivation and behaviors. These insights are valuable for academic researchers and business managers in making informed decisions about recruiting and using broadcasters to achieve favorable consumer outcomes in live-streaming social commerce.
