The influence of live video hosts' speech act on purchase behaviour

Xiangyang Ma, Jiawen Ren, Xiaoping Lang, Ziyang Yang and Tieshan Li

Journal of Retailing and Consumer Services, 2024, vol. 81, issue C

Abstract: With the broad adoption of internet, China's e-commerce industry has grown vigorously. The influence mechanism between the host's speech act and the consumer's purchase behaviour deserves further exploration. Based on speech act theory, this study divided the speech acts into four categories: representative, expressive, commissive and directive. We established a model investing the effect of different speech acts on customer engagement and purchase behaviour. We recorded live streaming video and transferred the voice to the text. Our research shows that the representative act and the expressive act negatively affect purchase behaviour, whereas the commissive act has a positive impact on purchase behaviour. Furthermore, customer engagement mediates the negative impact of the directive act and the representative act on purchase behaviour. The conclusions can provide guidance for enhancing the speech skills of the hosts in live streaming.

Keywords: Live streaming; Speech act; Customer engagement; Purchase behaviour (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924002807

DOI: 10.1016/j.jretconser.2024.103984

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