How do the Linguistic Feature of Streamers in Online Live-Streaming Affect Purchase Intention? —Integrating PLS-SEM and NCA for Deeper Insights on the Perspective of ELM

Abstract

As a popular marketing method, live-streaming mainly achieves sales goals through real-time online interaction between streamers and viewers.In this context, the selection of streamer linguistic features significantly stimulates consumer purchase intentions.   This study focuses on streamers in online live-streaming platforms, using PLS-SEM and NCA methods to examine the latent variable and coefficient path. Build the Elaboration Likelihood Model (ELM) to construct the factors influencing consumer purchase intentions based on the central route and the peripheral route and empirically analyze the impact of product factors and streamers' features on consumer purchase intentions in online live-streaming.The study found that product quality, product discounts, streamer linguistic features, streamer attractiveness, and streamer interactivity positively impact purchase intentions.In the central route, product quality and price discounts affect consumer purchase intentions through utilitarian value. In the peripheral route, streamer linguistic features, streamer professionalism, and streamer interactivity affect consumer purchase intentions through hedonic value.   However, the influence of streamer linguistic features on hedonic value is insignificant. In the central route, perceived utilitarian value and hedonic value play a good mediating role between streamer linguistic features and consumer purchase intentions.