What and how driving consumer engagement and purchase intention in officer live streaming? A two-factor theory perspective

To reduce the negative impacts of the COVID-19 pandemic, local government officers conducted live streaming to sell and endorse local products. Understanding factors and mechanisms affecting consumer engagement and purchase intention in officer live streaming have a profound effect on local economic recovery and rural revitalization. By integrating the two-factor theory, source credibility model, and Stimuli-Organism-Response (SOR) framework, the authors conduct an online survey to investigate how characteristics of officer live streaming drive consumer engagement and purchase intention. The results show that: (1) Motivation factors of officer live streaming include officer streamer physical attractiveness, interaction friendliness, altruism, expertise, product price attractiveness, and product local uniqueness; hygiene factors include product authenticity, officer streamer trustworthiness, and government credibility; (2) Utilitarian benefit, hedonic benefit and risk perception mediate the effects of motivation factors and hygiene factors on consumer engagement and purchase intention; (3) Power distance belief and consumer region (local-shoppers vs out-shoppers) moderate these effects.