AUTHOR=Ma Erwei , Liu Jiaojiao , Li Kai 

TITLE=Exploring the mechanism of live streaming e-commerce anchors’ language appeals on users’ purchase intention

JOURNAL=Frontiers in Psychology

VOLUME=Volume 14 - 2023

YEAR=2023

URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2023.1109092

DOI=10.3389/fpsyg.2023.1109092

ISSN=1664-1078

ABSTRACT=Live streaming e-commerce is an important way for consumers to shop nowadays. Anchors, as salesperson in live streaming e-commerce, greatly affect the sales of the broadcast room. This paper studies the influence mechanism of anchors' language appeals, rational appeal and emotional appeal on users' purchase intention. This study establishes a research framework which based on SOR theory, and constructs a model to reflect the relationship between anchors language appeals, Self-referencing, Self-brand congruity and Purchase intention. A convenient sampling survey (N=509) was conducted on Chinese mainland netizens through WJX platform (October 17-23, 2022) to obtain data. The partial least square structural equation modeling (PLS-SEM) method was used for data analysis. The study found that anchors' language appeals was positively correlated with self-referencing and self-brand congruity, and there is a positive correlation between self-referencing, self-brand congruity and purchase intention. Self-referencing and self-brand congruity play a mediating effect between anchors language appeals and purchase intention. This study advances the literature on Live streaming E-commerce research and SOR and provides practical implications to influence the strategy of the e-commerce anchors.