The Moderating Effects of Self-Referencing and Relational-Interdependent Self-Construal in Anti-Smoking Advertising for Adolescents

Exploring the mechanism of live streaming e-commerce anchors’ language appeals on users’ purchase intention

Introduction

Live streaming e-commerce is an important way for consumers to shop nowadays. Anchors, as salesperson in live streaming e-commerce, greatly affect the sales of the broadcast room. This paper studies the influence mechanism of anchors’ language appeals, rational appeal, and emotional appeal on users’ purchase intention. This study establishes a research framework which based on stimulus-organism-response (SOR) theory, and constructs a model to reflect the relationship between anchors language appeals, self-referencing, self-brand congruity, and purchase intention.

Methods

Survey using a convenience sample (N = 509) was conducted on Chinese mainland netizens through WJX platform (October 17-23, 2022) to obtain data. The partial least square structural equation modeling (PLS-SEM) method was used for data analysis.

Results

The study found that anchors’ language appeals was positively correlated with self-referencing and self-brand congruity, and there is a positive correlation between self-referencing, self-brand congruity, and purchase intention. Self-referencing and self-brand congruity play a mediating effect between anchors language appeals and purchase intention.

Discussion

This study advances the literature on live streaming e-commerce research and SOR and provides practical implications to influence the strategy of the e-commerce anchors.

How different advertising appeals (green vs. non-green) impact consumers' willingness to pay a premium for green agricultural products

Green food has exceptional impacts in addressing food safety and environmental challenges. However, consumers' perception of green food is not substantial, which results in a decline in consumption intention. Since advertising appeals can play a bridging role in resolving information asymmetry. This study is based on self-construal theory, chooses green agricultural products images and text as experimental stimuli, and analyzes the interaction and influence mechanism between advertising appeals and consumers' willingness to pay a premium for green agricultural products through three sets of experimental studies. The findings demonstrate that self-construal and green agricultural product advertising appeals interact to influence consumers' willingness to pay a premium for green agricultural products. Green perceived value is more strongly influenced by matching dependent self-construal and green advertising appeals than non-green advertising appeals. Green perceived value plays a full mediating role in this interactive effect. Green agricultural products companies should adopt different advertising strategies according to the various categories of consumers to enhance consumers' green perceived value and increase the willingness to pay a premium.