How the source dynamism of streamers affects purchase intention in live streaming e-commerce: Considering the moderating effect of Chinese consumers’ gender

Abstract

Streamers, as innovative web influencers and persuaders, have played a crucial role in business marketing success. Extensive research has shown that the characteristics of streamers impact consumers' purchase intentions. However, there is limited research on how the source dynamism of streamers affects consumers' purchase intentions in live streaming. This study uses an experimental approach based on Hovland's persuasion model and the selectivity hypothesis to examine the effects of streamers' source dynamism on purchase intentions and whether the experience resulting from the streamer–consumer interaction is moderated by gender. Findings show that consumers' purchase intention is positively correlated with the source dynamism of streamers and with their perception of para-social interaction and vicarious product experience. In addition, results reveal that gender significantly moderates the relationship between consumers' vicarious product experience and purchase intentions. Females have a stronger vicarious product experience than males and, thus, higher purchase intention when they perceive the high source dynamism of streamers. Lastly, findings highlight the need for brands and suppliers to consider source dynamism when choosing streamers and to allow making different marketing decisions for different consumer genders.