Abstract
With the broad adoption of internet, China's e-commerce industry has grown vigorously. The influence mechanism between the host's speech act and the consumer's purchase behaviour deserves further exploration. Based on speech act theory, this study divided the speech acts into four categories: representative, expressive, commissive and directive. We established a model investing the effect of different speech acts on customer engagement and purchase behaviour. We recorded live streaming video and transferred the voice to the text. Our research shows that the representative act and the expressive act negatively affect purchase behaviour, whereas the commissive act has a positive impact on purchase behaviour. Furthermore, customer engagement mediates the negative impact of the directive act and the representative act on purchase behaviour. The conclusions can provide guidance for enhancing the speech skills of the hosts in live streaming.
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