Understanding the Role of Virtual Anchor-Brand Image Fit in Virtual Live Streaming

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dc.contributor.authorJi, Man
dc.contributor.authorChen, Xiayu
dc.contributor.authorWei, Shaobo
dc.contributor.authorLiu, Qi
dc.contributor.authorSun, Jianshan
dc.date.accessioned2023-12-26T18:36:19Z
dc.date.available2023-12-26T18:36:19Z
dc.date.issued2024-01-03
dc.identifier.doi10.24251/HICSS.2024.076
dc.identifier.isbn978-0-9981331-7-1
dc.identifier.other81eea44f-9b5d-4c10-9b09-b0a6df1e7bfa
dc.identifier.urihttps://hdl.handle.net/10125/106452
dc.language.isoeng
dc.relation.ispartofProceedings of the 57th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectIT Enabled Collaboration for Development
dc.subjectbrand image
dc.subjectlanguage style
dc.subjectperceived affinity
dc.subjectprocessing fluency
dc.subjectvirtual live streaming
dc.titleUnderstanding the Role of Virtual Anchor-Brand Image Fit in Virtual Live Streaming
dc.typeConference Paper
dc.type.dcmiText
dcterms.abstractWe 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.
dcterms.extent9 pages
prism.startingpage631

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