The Impact of Auditory Interactivity in Celebrity Live Streams on Consumer Purchase Intentions

Bei Pan

doi:10.47297/wspceWSP2516-251915.20261004

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The Impact of Auditory Interactivity in Celebrity Live Streams on Consumer Purchase Intentions

10卷第4期

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The Impact of Auditory Interactivity in Celebrity Live Streams on Consumer Purchase Intentions
The Impact of Auditory Interactivity in Celebrity Live Streams on Consumer Purchase Intentions
Suzhou Foreign Language School, Suzhou, Jiangsu, 21500, China
2026年10卷第4期页码：74-79
纸质出版：2026-08-30
DOI：10.47297/wspceWSP2516-251915.20261004
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Bei Pan. (2026). The Impact of Auditory Interactivity in Celebrity Live Streams on Consumer Purchase Intentions. 创意经济（英文版）, 10(4), 74-79.

Bei Pan.The Impact of Auditory Interactivity in Celebrity Live Streams on Consumer Purchase Intentions[J].Creative Economy,2026,10(04):74-79.
Bei Pan. (2026). The Impact of Auditory Interactivity in Celebrity Live Streams on Consumer Purchase Intentions. 创意经济（英文版）, 10(4), 74-79. DOI： 10.47297/wspceWSP2516-251915.20261004.

Bei Pan.The Impact of Auditory Interactivity in Celebrity Live Streams on Consumer Purchase Intentions[J].Creative Economy,2026,10(04):74-79. DOI： 10.47297/wspceWSP2516-251915.20261004.

摘要

Abstract

The competitive focus of live-streaming e-commerce is shifting from traffic volume to the quality of the interactive experience; however

existing research largely treats interactivity as a holistic construct and rarely examines the independent role of auditory elements. This study focuses on celebrity livestreaming scenarios to explore the mechanisms through which auditory interactivity influences consumers' purchase intent. Using a single-factor

two-level within-subject repeated-measure experiment (N=178)

participants sequentially watched celebrity product promotion videos with high and low levels of auditory interactivity

and their perceived auditory interactivity

social presence

emotional empathy

and purchase intent were measured. Chain mediation analysis indicates that increased auditory interactivity influences purchase intention through two pathways: first

by enhancing social presence

and second

by enhancing emotional empathy. These two pathways form a chain sequence of "social presence → emotional empathy

" which fully mediates the total effect of auditory interactivity on purchase intention. This study extends sensory marketing theory to the auditory dimension

providing empirical evidence for voice training for celebrity streamers

investment in live-streaming audio equipment

and the design of real-time interactive features.

关键词

Keywords

references

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