Creative or on-set? Matching mechanism with product type on consumers’ responses of livestreaming

Purpose This study aims to investigate the impact of different livestream types (specifically creative vs on-set) and product types (namely utilitarian vs hedonic) on consumers’ cognitive and affective responses as well as their satisfaction evaluation. Design/methodology/approach The study employs an experimental design to explore how the alignment between livestream type and product type influences consumer responses. The research focuses on key cognitive responses such as perceived live-stream value and informativeness, along with affective responses like immersion and gift-giving intention. Findings The findings reveal that a creative livestream type is more effective in promoting hedonic products, whereas an on-set livestream type is better suited for utilitarian products. However, the matching effect does not significantly influence affective responses. Despite this, both cognitive and affective responses significantly contribute to consumer satisfaction with livestream shopping. Originality/value This study contributes to the growing body of research on livestream shopping by emphasizing the importance of considering both livestream type and product type as key factors that shape consumers’ cognitive and affective responses, ultimately influencing their satisfaction. By understanding the specific match between livestream type and product type, marketers and livestream hosts can better tailor their strategies and content to maximize consumer engagement and satisfaction.