Effects of streamers' hyperbolic language on consumer purchase and immediate return behavior in livestreaming e-commerce

Purpose The use of hyperbolic words such as “stunningly” and “oh my gosh” by streamers in e-commerce livestreams is popular. This strategy may impact consumer purchase behavior and is likely to prompt consumers to reflect on their decision-making process, potentially influencing immediate return behavior. This study aims to explore how hyperbolic marketing by streamers affects consumer purchase behavior and immediate product return behavior. Design/methodology/approach This study established a model based on dual-process theory and cognitive dissonance theory. We initially constructed a dictionary of hyperbolic terms specific to the e-commerce live streaming domain using a large volume of e-commerce live stream data. To validate the model, we collected data from 218 clothing e-commerce live streaming videos on Douyin. Negative binomial regression was employed to test the hypotheses. Findings There is an inverted U-shaped relationship between the degree of hyperbole in streamers' language and both consumer purchase behavior and immediate return behavior. Additionally, consumer engagement mediates the relationship between the degree of hyperbole and consumer purchase behavior, while view count significantly moderates this relationship. Originality/value This study enriches the understanding of streamers' language and consumers' immediate return behavior in e-commerce livestreaming. The findings offer significant guidance for streamers in crafting their livestream scripts, encourage rational purchasing among viewers and inform relevant regulatory measures.