IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v85y2025ics0969698925000657.html
   My bibliography  Save this article

Are assertive messages more effective in live marketing? Matching effects of anchor type and message assertiveness on purchase intention

Author

Listed:
  • Gong, Yanping
  • Huang, Rong
  • Chen, Zhuo
  • Liu, Yongdan
  • Tan, Yuxuan

Abstract

Artificial intelligence (AI) technologies have been extensively integrated into marketing practices, with virtual anchors emerging as novel tools. However, the existing research has rarely explored the optimal message strategies that different types of anchors should employ. By implementing two online scenario-based experiments and one laboratory experiment, this study investigates the matching effect between anchor type (virtual vs. human) and message assertiveness (assertive vs. non-assertive) on purchase intention, unveiling the distinct arousal mechanisms underlying these effects. The results indicate that the interaction between the anchor type and message assertiveness positively influences purchase intention, mediated by two emotional responses: excitement and relaxation. Specifically, virtual anchors that use assertive messages evoke higher levels of excitement among consumers, thereby increasing purchase intention. Conversely, human anchors that employ non-assertive messages induce greater relaxation, leading to increased purchase intention. These findings add to the literature on live marketing and AI-driven marketing communications. Additionally, they offer practical guidance for optimizing message strategies tailored to virtual and human anchors, thereby advancing the strategic design of live-streaming marketing campaigns.

Suggested Citation

  • Gong, Yanping & Huang, Rong & Chen, Zhuo & Liu, Yongdan & Tan, Yuxuan, 2025. "Are assertive messages more effective in live marketing? Matching effects of anchor type and message assertiveness on purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 85(C).
    • Handle: RePEc:eee:joreco:v:85:y:2025:i:c:s0969698925000657
    DOI: 10.1016/j.jretconser.2025.104286
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698925000657
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2025.104286?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:85:y:2025:i:c:s0969698925000657. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.