Livestream selling: how background and product type influence consumers’ willingness to buy

Purpose: Livestream selling is an increasingly popular way to market products on e-commerce platforms. This research examines the effects of livestreaming backgrounds on consumers’ willingness to buy (WtB). Design/methodology/approach: To determine how the background displayed during the livestream affects consumers’ WtB different products, this research compares virtual, formal backgrounds that look like workplace settings with virtual, informal backgrounds that depict more casual, home-like settings. Study 1, a qualitative study involving luxury retail experts, gathers insights on how livestream backgrounds, product type and host style might shape consumer perceptions. Study 2 experimentally investigates the impact of the background on WtB. Study 3 tests the potential moderating impact of product type, as well as mediating roles of trustworthiness and intimacy. Findings: For high-end products, a formal background results in higher WtB. For mainstream products, an informal background results in a higher WtB. Trustworthiness mediates the effect for high-end products, and intimacy does so for mainstream products. Originality/value: This research provides clear insights into how to leverage virtual backgrounds while livestreaming. These critical visual cues deserve further attention from both academics and practitioners.