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

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reference :

Shao, Z. (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, 88. https://doi-org.devinci.idm.oclc.org/10.1016/j.jretconser.2025.104546

Keywords:  Virtual influencer, Live-streaming commerce ,Perceived value theory, Source credibility theory ,Congruity theory Mixed-method

Summary : This article is about examining how the Dual congruence in live-streaming commerce affects consumer purchase behavior.

The authors study :

  • The congruence between live content and brands
  • The congruence between virtual influencers and brands

and how it affects :

  • percieved hedonic and utalitarian value
  • Source credibility

and their impact on the purchase intention of chinese consumers.

Development :

Virtual influencers are AI-generated or computer-created influencers that interact with audiences through live-streaming platforms and promote products or brands in other words They are constructed utilizing AI technologies, computer-generated imagery, and machine learning algorithms to create entities for avatars with digital personalities and realistic looks.

They engage with the audience , showcase emotional expressions through content that mirrors real-life scenarios, they seek to foster emotional bonds with their audience.

Source credibility:

  • Credibility
  • Expertise
  • Attractiveness

Methodology : a mixed method :

1- a quantitative research :

Data collection: Questionnaire distributed through a Sina Weibo “Live Stream” group

H1.Congruence between live content and brands is positively related to the hedonic value of live content in live-streaming commerce.

H2.Congruence between live content and brands is positively related to the utilitarian value of live content in live-streaming commerce.

H3.Congruence between virtual influencers and brands positively related to credibility of virtual influencers in live-streaming commerce.

H4.Congruence between virtual influencers and brands positively related to attractiveness of virtual influencers in live-streaming commerce.

H5.Hedonic value of live content positively relates to purchase behaviors in live-streaming commerce.
H6.Utilitarian value of live content positively relates to purchase behaviors in live-streaming commerce

H7. Credibility of virtual influencers positively relates to purchase behaviors in live-streaming commerce.
H8. Attractiveness of virtual influencers positively relates to purchase behaviors in live-streaming commerce.

H5 and H8 were not supported.

2- Qualitative research: 30 participants from Study 1

 

Key findings:

  • Congruence between live content, virtual influencers, and brands positively influences consumer perceptions
  • Credibility and utilitarian value are the strongest drivers of purchase behavior
  • Entertainment and attractiveness alone do not significantly increase purchases
  • Consumers prioritize authenticity and professionalism over visual appeal