Alignment matters: how the fit between product set granularity and streamer communication style reduces uncertainty and drives sales

Purpose This study investigates how product set granularity (coarse vs. fine) and streamer communication style (cognitive vs. emotional) interact to influence purchase intention, mediated by product quality uncertainty and moderated by resource concept priming. Design/methodology/approach Data were collected via three online behavioral experiments (N = 724) to validate the hypotheses through ANOVA, mediation and moderated mediation analysis. Findings Results reveal an alignment effect: purchase intention increases when fine (coarse) granularity is paired with cognitive (emotional) communication. Product quality uncertainty mediates this relationship, while resource concept priming (time vs. money) acts as a moderator. Research limitations/implications Limitations include the use of simulated online scenarios and Chinese samples; future research should utilize field methods and cross-cultural validation. Practical implications Firms should adapt communication style based on product set granularity. Use cognitive styles for fine granularity to ease cognitive load and emotional styles for coarse granularity to boost resonance. Marketers should leverage environmental symbols like time or money to activate matching mindsets. Originality/value This study contributes to the literature by establishing a comprehensive framework that elucidates the interactive effects of product set granularity and streamer communication style, mediated by product quality uncertainty and moderated by resource concept priming, thereby advancing our understanding of consumer behavior in livestreaming commerce.