How do relational bonds affect user engagement in e-commerce livestreaming? The mediating role of trust

Should manufacturers open live streaming shopping channels?

The rhythm of shopping: How background music placement in live streaming commerce affects consumer purchase intention

In the last few years, virtual streamers (i.e., digital characters with human-like appearances) have been heavily utilized in the field of livestream commerce. This work examines how virtual streamers’ use of sensory language (e.g., words like “tasty” and “smooth” that engage the senses) shapes consumer responses to the sponsored products. A multi-method investigation, combining three online scenario-based experiments and one focus group, demonstrates that sensory language leads to a decrease in purchase intention. This negative effect is driven by the violation of language expectancy, which states that sensory language should not be used because bots cannot actually use and experience products. However, the effect changes from negative to positive when viewers realize that a virtual streamer is controlled by a human operator instead of an artificial intelligence program. These findings shed light on how language shapes consumer responses to virtual streamers as well as how to enhance virtual streamers’ success in livestream commerce. 

Human-like bots are not humans: The weakness of sensory language for virtual streamers in livestream commerce

Live streaming on social media has evolved into live streaming commerce (LSC), a subset of electronic commerce that merges real-time social interaction with digital marketing. LSC is increasingly used for enhancing customer engagement, product promotion, transaction facilitation, and improving online shopping experiences. However, LSC, as a field of study, lacks a comprehensive systematic review, highlighting a gap in understanding its development and prospective trajectories. This article aims to fill this gap by conducting a comprehensive systematic review of existing LSC studies and charting a course for its future inquiry. Utilizing the SPAR-4-SLR protocol and the TCCM framework, this study reviews relevant LSC studies from Scopus and Web of Science to reveal the key theories, contexts, characteristics, methods, and promising avenues for understanding and enriching LSC. 

Live Streaming Commerce: A Review and Research Agenda

Increase hedonic products purchase intention through livestreaming: The mediating effects of mental imagery quality and customer trust


 
 This study aims to examine the effectiveness of figurative versus literal language in historical storytelling in cultural tourism. It investigates how these language styles interact with presenter type (digital vs human), interpreter expertise (novice vs expert) and historical experience orientation (recreational vs educational) to influence tourist responses.
 
 
 
 Three scenario-based experiments were conducted with American and Chinese participants respectively. Study 1 (n = 207) tested the interaction between language style and presenter type in a museum context. Study 2 (n = 220) explored the moderating role of interpreter expertise in a historical exhibit setting. Study 3 (n = 249) examined how historical experience orientation shapes language effectiveness. Mediation analyses assessed the roles of language typicality and authenticity.
 
 
 
 Figurative language enhances tourist responses (e.g. visit intentions, attitudes) when used by digital presenters, whereas literal language is more effective with human presenters; contrary to predictions derived from the Language Expectancy Theory (LET), novice interpreters benefit from figurative language, while experts are more effective with literal language; Recreational experiences are more compelling with figurative language, whereas educational experiences favor literal language; language typicality and perceived authenticity serially mediate these effects in Study 1 and 3, but the sequential mediation exists only for novice but not expert presenters as shown in Study 2.
 
 
 
 Theoretically, this study extends LET by revealing divergent language expectations for human versus digital communicators; challenges LET’s assumption of preexisting norms by showing that ambiguous norms in reality could cause different responses from those based on a priori norm; and demonstrates that authenticity can be constructed by language typicality. Practically, this research empowers tourism professionals to strategically adapt language styles to context, speaker type and experience orientation.


Storytelling in cultural tourism: the role of language, guides, authenticity and experience in shaping tourist responses

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Increase hedonic products purchase intention through livestreaming: The mediating effects of mental imagery quality and customer trust

Storytelling in cultural tourism: the role of language, guides, authenticity and experience in shaping tourist responses