This research aims to explore the impact of e-commerce live streaming elements, specifically streamer type (celebrity vs. corporate) and danmaku valence (positive vs. non-positive), on consumer purchase intention within the stimulus-organism-response (SOR) framework. It examines the moderating role of product type (utilitarian vs. hedonic), seeking to uncover the dynamic interactions among “people-goods-scene” in real-time interactive consumption scenarios.
Three behavioral experiments (total n = 800) were conducted: Study 1 (n = 200) tested the effect of streamer type on consumers' perceived value. Study 2 (n = 200) analyzed the operational pathway of danmaku valence. Study 3 (n = 400) verified the moderating effect of product type through cross-category comparisons. Mediation of emotional/functional values and moderation of product type were tested via process and bootstrap.
Celebrity streamers significantly enhance purchase intentions through the mediation of emotional value, whereas corporate streamers lack comparable influence. Positive danmaku strengthens functional value, thereby driving consumption decisions. Product type moderates these effects: Hedonic products amplify reliance on celebrity streamers' emotional value; Utilitarian products prioritize functional value derived from danmaku valence.
This research integrates “people-goods-scene” dynamics in e-commerce live streaming, extending the SOR framework to real-time interactive contexts. It reveals distinct mechanisms of emotional and functional value mediated by streamer type and danmaku valence, respectively. It identifies product type as a critical boundary condition, offering actionable insights for platform streamer strategies, merchant danmaku management and product positioning.
