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Keywords: Streamer type
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Journal Articles
The impact of streamer type and danmaku valence on consumer purchase decision-making: the moderating role of product type
Available to Purchase
Asia Pacific Journal of Marketing and Logistics 1–17.
Published: 26 January 2026
...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...
Journal Articles
To be perfect or to be honest? The impact of two-sided product descriptions on purchase intention in live streaming commerce
Available to Purchase
Asia Pacific Journal of Marketing and Logistics 1–19.
Published: 16 September 2025
... 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...
Journal Articles
Empathy in action: how product set granularity and streamer type can shape consumer purchase intentions through cognitive and emotional pathways
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Asia Pacific Journal of Marketing and Logistics (2026) 38 (5): 1449–1465.
Published: 13 August 2025
...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...
Includes: Supplementary data
