The Influence of Streamers'Emotional and Cognitive Communication on Consumers'Purchase Behavior in E-commerce Livestreaming
As live e-commerce livestreaming develops into a mature sales model,streamer's verbal skill has become a key factor influen-cing consumers'live purchase behavior.Based on information processing theory,this study explores how the positive emotional commu-nication,negative emotional communication and cognitive communication of streamers affect consumers'purchase behavior.The study finds that positive emotional communication and cognitive communication have a positive effect on consumers'purchase behavior,and there is an interaction effect between them.In addition,the study also finds that type of streamers(in-house personnel vs outside celebrity)and type of products(private consumer goods vs public consumer goods)have a moderating effect.Consumers are more likely to be influ-enced by emotional communication for celebrity streamers and public consumer goods,and more likely to be influenced by cognitive com-munication for in-house streamers and private consumer goods.This study enriches the research on emotion and cognition in the field of e-commerce livestreaming,and expands the practical application of information processing theory in e-commerce livestreaming.The find-ings are of great guiding significance for live streamers to develop an appropriate verbal pattern,for producers to select an effective lives-treaming strategy,and for audiences to shop rationally.
e-commerce livestreamingemotion and cognitionshop via livestreamingstreamer typeproduct type
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