The Influence of Live-Streaming Sales Language on Consumer Decision-Making from an Emotional Value Perspective

Jing Yu

doi:10.54254/2754-1169/2025.BJ29235

Advances in Economics, Management and Political SciencesOpen access

The Influence of Live-Streaming Sales Language on Consumer Decision-Making from an Emotional Value Perspective

Research Article

Open Access

The Influence of Live-Streaming Sales Language on Consumer Decision-Making from an Emotional Value Perspective

Jing Yu ^1*

¹ Macau University of Science and Technology

^*Corresponding author: 1240017147@student.must.edu.mo

Published on 5 November 2025

AEMPS Vol.238

ISSN (Print): 2754-1177

ISSN (Online): 2754-1169

ISBN (Print): 978-1-80590-519-6

ISBN (Online): 978-1-80590-520-2

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Abstract

In recent years, with the development of e-commerce platforms and the proliferation of short videos and the internet, live-streaming commerce has emerged as a new marketing approach. Generation Z has also moved beyond purely functional consumption, increasingly gravitating towards personalized spending that delivers positive experiences and emotional fulfilment. Based on this, this paper employs the concept of emotional value to explore how the language used in live-streamed sales influences consumer decision-making. This study, grounded in emotional consumption theory and incorporating the customer value model, analyses consumers' purchasing behaviour, habits, and preferences. It aids in understanding the relationship between emotional value and consumer decision-making, while also contributing to practical applications within the live-streaming e-commerce sector. On this basis, it can be concluded that live-streamed sales are fundamentally driven by emotional value, employing multiple methods to create immersive experiences that prompt rapid user decision-making. Furthermore, emotional value influences both consumers' immediate and future purchasing behaviour. This provides a theoretical foundation for relevant e-commerce models and indicates that corporate marketing must balance rational information with emotional experiences. This approach assists brands in building consumer loyalty and securing a differentiated competitive advantage.

Keywords:

Emotional value, Live-streamed sales, Consumer decision-making, Linguistic strategies.

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