What and how driving consumer engagement and purchase intention in officer live streaming? A two-factor theory perspective

ABSTRACT

To reduce the negative impacts of the COVID-19 pandemic, local government officers conducted live streaming to sell and endorse local products. Understanding factors and mechanisms affecting consumer engagement and purchase intention in officer live streaming have a profound effect on local economic recovery and rural revitalization. By integrating the two-factor theory, source credibility model, and Stimuli-Organism-Response (S–O–R) framework, the authors conduct an online survey to investigate how characteristics of officer live streaming drive consumer engagement and purchase intention. The results show that (1) Motivation factors of officer live streaming include officer streamer physical attractiveness, interaction friendliness, altruism, expertise, product price attractiveness, and product local uniqueness;hygiene factors include product authenticity, officer streamer trustworthiness, and government credibility;(2) Utilitarian benefit, hedonic benefit and risk perception mediate the effects of motivation factors and hygiene factors on consumer engagement and purchase intention;(3) Power distance belief and consumer region (local-shoppers vs out-shoppers) moderate these effects. © 2022 Elsevier B.V.