... atmospheric cues and root appeals. Third, there is a moderating effect of streamer type on the above interactions. Originality/value Based on the core logic of “Cues-Appeals-Identity”, this study focuses on elucidating the synergistic mechanism through which consumers' immediate appeals align...

...Kunpeng Jing; Shuang Sun; Lele Chen Purpose 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...

... the mechanism of this relationship, we examined the moderating role of streamer type. Design/methodology/approach The authors conducted four online experiments. Study 1 verified which product descriptions of streamers (two-sided vs. positive) induce higher PI. Study 2 reexamined the main effect...

...Xiaoxiao Gong; Renhong Mao; Yang Zhang Purpose This study investigates how product set granularity (fine vs coarse) and streamer type (enterprise vs celebrity) shape consumer purchase intentions through the cognitive and emotional empathy pathways, moderated by consumer mindset (local vs holistic...