A Study on the Impact of Hosts’ Dialects on Consumers’ Purchase Intentions in the Context of Digital Human Live Streaming of Agricultural Products

DOI

10.2991/978-94-6239-787-3_32How to use a DOI?

Keywords

Dialect; Psychological distance Virtual hosts assist farmers through live streaming

Abstract

Against the backdrop of the imbalance between supply and demand of agricultural products, the rapid development of live-streaming e-commerce, and the increasing maturity of artificial intelligence technology, digital human live-streaming to assist farmers has become a new trend in the marketing of agricultural product e-commerce. As a key carrier of local culture, the impact of dialects on consumers’ purchasing intentions during digital human live-streaming has not been fully analyzed. This study is conducted based on the SOR theory and three experiments. A thorough investigation was conducted on the impact of virtual streamers speaking dialects on consumers’ purchase intentions and its inherent logic. Research results show that in the process of digital human live streaming of agricultural products, the use of dialects can significantly enhance consumers’ purchase intention. Dialects shorten the psychological distance between consumers and the hosts, enhance consumers’ perceived novelty and perceived functional value, thereby indirectly driving purchase intention. The distance of dialects plays a regulatory role in this mechanism: When there is a significant difference in dialects between consumers and live-streamers, the positive impact of dialects on psychological distance and purchase intention is more obvious. This study provides theoretical basis and practical reference for digital human live-streaming marketing of agricultural products, and has reference significance for promoting rural revitalization and the dissemination of regional culture.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Meini Li
AU  - Lilan Chen
AU  - Qian Kang
AU  - Qing Tang
PY  - 2026
DA  - 2026/09/29
TI  - A Study on the Impact of Hosts’ Dialects on Consumers’ Purchase Intentions in the Context of Digital Human Live Streaming of Agricultural Products
BT  - Proceedings of the 2026 4th International Conference on Management Innovation and Economy Development (MIED 2026)
PB  - Atlantis Press
SP  - 310
EP  - 322
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-787-3_32
DO  - 10.2991/978-94-6239-787-3_32
ID  - Li2026
ER  -