IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v88y2026ics096969892500325x.html

Dual congruence in live-streaming commerce: A mixed-method to examine the role of virtual influencers and live content on consumer purchase behavior

Author

Listed:
  • Shao, Zhucheng

Abstract

As virtual influencers increasingly become a fixture in live-streaming commerce, understanding how their brand congruence influences consumer behaviors is critical. Hence, this research investigates the dual congruence between live content, virtual influencers, and brands and how these congruences impact perceived value, source credibility, and, ultimately, purchase behaviors. Anchored in the congruity theory, perceived value theory, and source credibility theory, a mixed-method approach was employed in this research. Study 1 employs PLS-SEM and ANN to quantitatively demonstrate that utilitarian value and credibility, rather than hedonic content or attractiveness, significantly influence purchases. Study 2 offers qualitative insights to explain these findings, highlighting consumer preferences for informative content and credible influencers over mere entertainment or visual appeal. Theoretically and practically, this research contributes to digital marketing theory by clarifying how congruence mechanisms operate in virtual contexts and offers managerial strategies for brands seeking to leverage virtual influencers effectively in live-streaming commerce.

Suggested Citation

  • Shao, Zhucheng, 2026. "Dual congruence in live-streaming commerce: A mixed-method to examine the role of virtual influencers and live content on consumer purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    • Handle: RePEc:eee:joreco:v:88:y:2026:i:c:s096969892500325x
    DOI: 10.1016/j.jretconser.2025.104546
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S096969892500325X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2025.104546?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

    for a different version of it.

    References listed on IDEAS

    as
    1. De Cicco, Roberta & Iacobucci, Serena & Cannito, Loreta & Onesti, Gianni & Ceccato, Irene & Palumbo, Riccardo, 2024. "Virtual vs. human influencer: Effects on users’ perceptions and brand outcomes," Technology in Society, Elsevier, vol. 77(C).
    2. Yu, Joanne & Dickinger, Astrid & So, Kevin Kam Fung & Egger, Roman, 2024. "Artificial intelligence-generated virtual influencer: Examining the effects of emotional display on user engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    3. Zhu, Xiajing & Teng, Lefa & Foti, Lianne & Yuan, Yige, 2019. "Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation," Journal of Business Research, Elsevier, vol. 103(C), pages 301-309.
    4. Wongkitrungrueng, Apiradee & Assarut, Nuttapol, 2020. "The role of live streaming in building consumer trust and engagement with social commerce sellers," Journal of Business Research, Elsevier, vol. 117(C), pages 543-556.
    5. Raman Amirtha & V. J. Sivakumar, 2022. "Building loyalty through perceived value in online shopping – does family life cycle stage matter?," The Service Industries Journal, Taylor & Francis Journals, vol. 42(15-16), pages 1151-1189, December.
    6. Li, Huajun & Lei, Yueqiu & Zhou, Qi & Yuan, Hong, 2023. "Can you sense without being human? Comparing virtual and human influencers endorsement effectiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    7. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    8. L. Zarantonello & B.H. Schmitt, 2010. "Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behavior," Post-Print hal-00799093, HAL.
    9. Ooi, Keng-Boon & Lee, Voon-Hsien & Hew, Jun-Jie & Leong, Lai-Ying & Tan, Garry Wei-Han & Lim, Ai-Fen, 2023. "Social media influencers: An effective marketing approach?," Journal of Business Research, Elsevier, vol. 160(C).
    10. Shao, Zhucheng, 2024. "From human to virtual: Unmasking consumer switching intentions to virtual influencers by an integrated fsQCA and NCA method," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    11. Zhang, Ke & Sun, Xinru & Li, Gang, 2025. "Virtual influencer and cultural heritage destination: Endorsement effectiveness of virtual versus human influencers," Annals of Tourism Research, Elsevier, vol. 110(C).
    12. Park, Hyun Jung & Lin, Li Min, 2020. "The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    13. Franke, Claudia & Groeppel-Klein, Andrea, 2024. "The role of psychological distance and construal level in explaining the effectiveness of human-like vs. cartoon-like virtual influencers," Journal of Business Research, Elsevier, vol. 185(C).
    14. Kressmann, Frank & Sirgy, M. Joseph & Herrmann, Andreas & Huber, Frank & Huber, Stephanie & Lee, Dong-Jin, 2006. "Direct and indirect effects of self-image congruence on brand loyalty," Journal of Business Research, Elsevier, vol. 59(9), pages 955-964, September.
    15. Wang, Stephen W. & Kao, Grace Hsiu-Ying & Ngamsiriudom, Waros, 2017. "Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector," Journal of Air Transport Management, Elsevier, vol. 60(C), pages 10-17.
    16. Overby, Jeffrey W. & Lee, Eun-Ju, 2006. "The effects of utilitarian and hedonic online shopping value on consumer preference and intentions," Journal of Business Research, Elsevier, vol. 59(10-11), pages 1160-1166, October.
    17. Jbid Arsenyan & Agata Mirowska, 2021. "Almost human? A comparative case study on the social media presence of virtual influencers," Post-Print hal-05176250, HAL.
    18. Tijo Thomas & Johney Johnson, 2019. "The Effect of Celebrity Trustworthiness on Endorsement Effectiveness: A Comparison of Congruence and Hybrid Model," Vision, , vol. 23(3), pages 275-286, September.
    19. Sirgy, M. Joseph, 1985. "Using self-congruity and ideal congruity to predict purchase motivation," Journal of Business Research, Elsevier, vol. 13(3), pages 195-206, June.
    20. Paul, Justin & Modi, Ashwin & Patel, Jayesh, 2016. "Predicting green product consumption using theory of planned behavior and reasoned action," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 123-134.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wang, Xueying & Zhang, Yuexian, 2025. "Product-independent or product-dependent: The impact of virtual influencers’ primed identity on purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    2. Yao, Yuexin & Liu, Qihua & Guo, Mengqian, 2025. "Virtual influencers in brand image recovery: A comparative study of younger and older brands after celebrity endorsement crises," Journal of Retailing and Consumer Services, Elsevier, vol. 86(C).
    3. Cheah, Chee Wei & Koay, Kian Yeik & Lim, Weng Marc, 2024. "Social media influencer over-endorsement: Implications from a moderated-mediation analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    4. Liu, Fanjue, 2026. "Who and how to pair with a virtual influencer? The impact of co-endorser type, perceived distance, and gender congruence on consumer responses in virtual influencer collaborations," Journal of Retailing and Consumer Services, Elsevier, vol. 89(PA).
    5. Guo, Yuanyuan & Zhang, Kexin & Wang, Chaoyou, 2022. "Way to success: Understanding top streamer's popularity and influence from the perspective of source characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    6. Li, Zhitang & He, Peng & Xu, Henry, 2025. "Optimizing cooperation mechanisms for augmented reality (AR) services: Balancing product returns, pricing, and customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 85(C).
    7. Wang, Ying & Huam, Hon Tat & Hamid, Abu Bakar Abdul, 2026. "Emotional divergence among virtual avatar types: A topic-based study using LDA and DistilBERT," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    8. Wang, Bin & Han, Yao & Kandampully, Jay & Lu, Xiaoli, 2025. "How language arousal affects purchase intentions in online retailing? The role of virtual versus human influencers, language typicality, and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    9. Ko, Chaeeun & Baek, Hyunmi, 2026. "Effects of emotional expression on user engagement in virtual influencers’ Instagram posts: A comparative analysis with human influencers," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    10. Sirui Li & Ying Liu & Jing Su & Litao Duan & Hui Fu, 2024. "Men resist men: streamer-consumer gender match for advertising the functional benefits of heterogeneously priced utilitarian products," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 11(1), pages 1-13, December.
    11. Zhucheng Shao & Jessica Sze Yin Ho & Garry Wei-Han Tan & Keng-Boon Ooi & Prianka Sarker & Yogesh K. Dwivedi, 2024. "How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side," Journal of Brand Management, Palgrave Macmillan, vol. 31(6), pages 593-615, November.
    12. Wang, Bin & Xie, Fengyuan & Kandampully, Jay & Wang, Jin, 2022. "Increase hedonic products purchase intention through livestreaming: The mediating effects of mental imagery quality and customer trust," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    13. Guo, Zhiwei & Yang, Hongtao & Yang, Wang, 2025. "A new social media programme for brands? A study of the relationship between virtual influencers and brand followers," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    14. Ri Na & Anan Hu & Qingfeng Zeng & Ruyi Ge & Ruohong Hao, 2025. "Unveiling the relationship between virtual streamer characteristics and consumer purchase intention in live streaming commerce: Insights from source credibility perspective," Electronic Markets, Springer;IIM University of St. Gallen, vol. 35(1), pages 1-21, December.
    15. Bettels, Jannick & Wiedmann, Klaus-Peter, 2019. "Brand logo symmetry and product design: The spillover effects on consumer inferences," Journal of Business Research, Elsevier, vol. 97(C), pages 1-9.
    16. Mark Ng & Monica Law & Lubanski Lam & Celine Cui, 2023. "A study of the factors influencing the viewers’ satisfaction and cognitive assimilation with livestreaming commerce broadcast in Hong Kong," Electronic Commerce Research, Springer, vol. 23(3), pages 1565-1590, September.
    17. Monika Monika & Ferdi Antonio, 2022. "How Superhero Characters Shape Brand Alliances and Leverage the Local Brand: The Evidence from Indonesia," Businesses, MDPI, vol. 2(1), pages 1-21, February.
    18. Pujadas-Gómez, Anna & Jiménez-Morales, Mònika & Montaña-Blasco, Mireia, 2025. "Mapping the rise of virtual influencers: A bibliometric analysis," Telecommunications Policy, Elsevier, vol. 49(10).
    19. Guihua Zhang & Junwei Cao & Dong Liu, 2023. "Examining the influence of information overload on consumers’ purchase in live streaming: A heuristic-systematic model perspective," PLOS ONE, Public Library of Science, vol. 18(8), pages 1-16, August.
    20. He, Hao & Bai, Shizhen & Han, Chunjia & Yang, Mu & Fan, Weijia & Gupta, Brij B., 2025. "Beyond simple interaction: Uncovering the perception-interaction intrinsic mechanism of generative AI agents—A multi-modal big data analysis with PLS-SEM and fsQCA," Technology in Society, Elsevier, vol. 83(C).

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    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:88:y:2026:i:c:s096969892500325x. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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.