Purchasing or gift-giving? The effect of streamer type on purchase intention and gift-giving intention

The streamer is crucial for triggering purchase intention in live streaming while also encouraging consumers’ willingness to give virtual gifts. However, whether different streamer type has different effects on purchase intention or gift-giving intention is an open question. The aim of this study is to explore the effects of different streamer types (informer vs. entertainer) on purchase intention and gift-giving intention, the underlying mechanisms, and the moderating role of language style. Three experimental studies were conducted. Study 1 examined the effects of different streamer types on purchase intention and gift-giving intention. Study 2 examined the mediating roles of utilitarian value and hedonic value in the above effects. Study 3 investigated the moderating effects of language style, specifically sensory and rational language. The presence of sensory language was found to amplify the impact of entertainer on hedonic value, whereas rational language was more effective than sensory language in enhancing the influence of informer on utilitarian value. This study expands the research of different streamer types, and deepens the understanding of purchase intention and gift-giving intention. Moreover, this study reveals the understanding of the process mechanism of utilitarian value and hedonic value, and demonstrates the moderating role of language style. At the same time, the conclusion of this study has certain guiding will for the brand or retailer to select streamer type and language strategy.