From seeing to sensing: how near- versus far-sensory language shapes consumer purchase responses in livestream commerce
Chen Jinsong, Wang Yang, Yang QiangPurpose
Livestream commerce allows consumers to see and hear products in real time but cannot directly convey touch, smell and taste. This study examines how different types of sensory language compensate for these missing sensory experiences and shape consumer purchase responses. Drawing on grounded cognition theory, we distinguish near-sensory language, referring to touch, smell and taste, from far-sensory language, referring to vision and hearing, and propose that near-sensory language has stronger compensatory value in livestream commerce.
Design/methodology/approach
Three studies were conducted to test the proposed model. Study 1 used minute-level transaction data and livestream transcripts to examine the relationship between sensory language and purchase behavior. Study 2 employed a controlled experiment to test the causal effect of near-sensory language on purchase intention and the serial mediation mechanism through sensory compensation perception and mental imagery vividness. Study 3 used a 2 × 2 experimental design to examine the moderating role of consumption temporal distance.
Findings
Across three studies, near-sensory language produced stronger consumer purchase responses than far-sensory language. Study 1 showed that near-sensory language significantly increased minute-level sales, whereas far-sensory language had no significant effect. Study 2 demonstrated that near-sensory language increased purchase intention through sensory compensation perception and mental imagery vividness. Study 3 showed that this advantage became stronger when consumers expected near-future consumption but weakened when consumption was temporally distant.
Originality/value
This study advances sensory language research by distinguishing near- and far-sensory language in livestream commerce. It extends grounded cognition theory to digital retail by showing how language compensates for missing embodied experience. It also identifies consumption temporal distance as a boundary condition and offers practical guidance for streamer script design and livestream content optimization.