Does similarity matter? Investigating the relationship between live streamer' communication style similarity and user purchase intentions during live streaming

This study investigates the influence of communication style similarity between streamers and viewers on purchase intention within the framework of similarity attraction theory and cognitive-emotional system theory. Live marketing, utilizing online streamers for real-time interaction with consumers, has become a prominent sales strategy. A quantitative approach was employed, using questionnaire data collected from live marketing audiences. The survey measured communication style preferences of both viewers and streamers, along with viewers' perceived level of quasi-social interaction during the live stream, immersive experience, and purchase intention. The research demonstrates that when a streamer's communication style aligns with a viewer's preference, viewers perceive a stronger sense of quasi-social interaction. This heightened sense of connection fosters a more immersive live streaming experience, ultimately leading to a greater purchase intention. Furthermore, the study reveals that viewers with a higher need for cognitive closure-the desire to minimize ambiguity-experience an amplified effect of both communication style similarity and immersive experience on their purchase intention. This research contributes to the evolving body of knowledge on live marketing communication. By highlighting the importance of communication style matching between streamers and viewers, the findings offer valuable guidance to live streaming platforms and companies. Tailoring streamer communication styles to align with target audience preferences can enhance audience engagement, create a more immersive experience, and ultimately drive higher conversion rates.