Understanding the Role of Virtual Anchor-Brand Image Fit in Virtual Live Streaming
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Date
2024-01-03
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631
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We explore the influence of matching the virtual anchor’s image, voice, and language style with brand image on consumers’ purchase intentions. Furthermore, we identify two key mediators (i.e., processing fluency and perceived affinity) that impact the relationship between the virtual anchor-brand image fit and purchase intentions. We find that virtual anchor image and brand image fit, virtual anchor voice and brand image fit both have a positive influence on purchase intentions. Figurative language causes a higher purchase intention for a warm brand image, while literal language does not lead to a higher purchase intention for a competent brand image. Processing fluency and perceived affinity mediate the relationship between virtual anchor image and brand image fit, virtual anchor voice and brand image fit, and purchase intentions. Perceived affinity mediates the effects of language style and brand image fit on purchase intention, whereas no mediating effect of processing fluency is found.
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IT Enabled Collaboration for Development, brand image, language style, perceived affinity, processing fluency, virtual live streaming
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9 pages
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Proceedings of the 57th Hawaii International Conference on System Sciences
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Attribution-NonCommercial-NoDerivatives 4.0 International
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