Live Streamer’s Communication Style on Consumers’ Purchase Intention in Live Marketing: Mediated by Consumer Perceived Value

In recent years, with the rapid development of webcasting technology, the e-commerce live broadcasting industry has also become increasingly prosperous, creating one sales miracle after another in just a few years. As the core part of e-commerce live broadcast, e-commerce live streamer becomes a solid bridge between linked products or brands and consumers with its own unique charm, professional product knowledge and real-time and efficient interaction. In order to study the influence of live streamer communication style on consumers’ purchase intention during live broadcast, this study adopts a mixed research method combining qualitative and quantitative methods. In qualitative research, in-depth interviews were conducted, and the interview content was coded and analyzed by NVIVO software. In quantitative study, questionnaire survey method was adopted, and AMOS software was used to test direct effect, intermediate effect and moderating effect. The results show that the interactive communication style and task-based communication style of live streamer positively affect consumers’ purchase intention through consumers’ perceived value, while the self-based communication style of live streamer negatively affects consumers’ purchase intention through consumers’ perceived value, and the network service scenario during live broadcast has a moderating effect on this process. This study is of great significance to companies or individuals engaged in network live streamer service industry and subsequent literature research.