Uncovering the power of influencer–product congruence in live e-commerce: an impression management lens and gender difference

Purpose Live commerce distinguishes itself from traditional social commerce by virtue of its unique capability to empower influencers with instant impression management via the live channel. Previous research has delved into the manner in which diverse characteristics of influencers influence consumers’ purchase intention within live commerce. However, a notable gap remains in understanding how influencers employ congruence-driven self-presentation strategies during live commerce sessions to augment consumer purchase behavior. Our research investigates the role of perceived influencer–product congruence from the impression management lens and its impact on consumers’ purchase by integrating the stimulus-organism-response (S-O-R) framework with social role theory. Design/methodology/approach To validate our research hypotheses, we used a mixed-method approach and conducted an experimental study with 137 participants, followed by a scenario-based survey including 239 participants who have live shopping experience. Findings The findings reveal that perceived influencer-product congruence fosters trust in influencers, which consequently leads to perceived product value and purchase intention. Moreover, our study uncovers gender-specific purchasing tendencies in response to differing perceptions of product value. Specifically, the positive pathway linking perceived functional value to purchase intention is statistically significant solely among male consumers. Conversely, the correlation between perceived emotional value and purchase intention is notably stronger for female consumers than their male counterparts. Originality/value Our work extends the impression management lens in a live commerce setting, and also provides actionable guidance for influencers as well as platform managers seeking to optimize their strategies.