Impact of viewer-streamer-content congruence on users’ behavioral intention in virtual streaming: The moderating effect of role-playing

Virtual streaming, a novel and distinctive form of live streaming, has recently attracted considerable scholarly attention. However, few studies have focused on the elements that influence user behavioral intentions in virtual streaming. Based on consistency theory and dramaturgical theory, this study explores the impact of three dimensions of consistency, namely, streamer’s persona-live content congruence (PC), viewer’s interest-live content congruence (IC), and viewer’s value-streamer’s value congruence (VE), on immersion, attitude, and user behavioral intentions, as well as the moderating effect of role-playing ability. The research model is built combining literature analysis and semi-structured interviews, while empirical research is conducted based on the survey data of virtual streaming users. The results indicate that IC and VE exert a positive effect on users’ immersion, which in turn positively affects their attitude and behavioral intentions. Furthermore, the role-playing ability of virtual streamers positively moderates the relationship between IC and immersion, whereas it negatively moderates the relationship between PC and immersion. This study provides theoretical insights on virtual streaming and contributes managerial implications for practitioners.