The Influence of Live Stream Host's Product Presentation Language on Purchase Intentions for Agricultural Products——A Case Study of Oranges
The language used by live stream hosts to present products is a key factor in influencing consumer engagement.But How does the presentation language used by live stream hosts affect purchase intentions,and what's the underlying mechanism?Based on the theory of"S-O-R",this paper takes the agricultural product live stream selling orange as an example through two experiments.The findings indicate an interaction between the types of product presentation language and the types of purchase motivation.Additionally,the influence of the interaction between product presentation language and purchase motivation on purchase intention is regulated by the decision-making thinking mode of consumers.To be specific,the exaggerated and interesting product presentation language by the host generates stronger purchase intentions among consumers with hedonic purchase motivation;The concise and objective product presentation language of the host motivates consumers with utilitarian purchase motivations to purchase items.For consumers with an experiential decision-making mode,the positive impact of exaggerated and interesting product presentation language on consumers'purchase intentions is greater than those with a rational decision-making mode.The conclusions of this study expand the research perspective of purchasing intention in agricultural product live stream,and offer practical guidance for increasing transaction volumes.
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