Dual congruence in live-streaming commerce: A mixed-method to examine the role of virtual influencers and live content on consumer purchase behavior

As virtual influencers increasingly become a fixture in live-streaming commerce, understanding how their brand congruence influences consumer behaviors is critical. Hence, this research investigates the dual congruence between live content, virtual influencers, and brands and how these congruences impact perceived value, source credibility, and, ultimately, purchase behaviors. Anchored in the congruity theory, perceived value theory, and source credibility theory, a mixed-method approach was employed in this research. Study 1 employs PLS-SEM and ANN to quantitatively demonstrate that utilitarian value and credibility, rather than hedonic content or attractiveness, significantly influence purchases. Study 2 offers qualitative insights to explain these findings, highlighting consumer preferences for informative content and credible influencers over mere entertainment or visual appeal. Theoretically and practically, this research contributes to digital marketing theory by clarifying how congruence mechanisms operate in virtual contexts and offers managerial strategies for brands seeking to leverage virtual influencers effectively in live-streaming commerce.