Hyperbole or Understatement? A Study on the Impact of the Matching Effect Between E-commerce Streamers’ Language Styles and Targeted Adjustments on Consumer Purchase Intentions: Relevant Data

Based on regulatory focus theory and cognitive-affective system theory, multiple scenario experiments were designed to test the interaction effect between streamers’ language style (exaggerated vs. plain) and consumers’ regulatory focus (promotion focus vs. prevention focus) on purchase intention, as well as the mediating effect of cognitive-affective system response and the moderating effects of product type (experiential vs. search product) and consumer involvement.

The dataset includes participants’ demographic information, scores of regulatory focus scale, cognitive response, affective response, purchase intention, product involvement and other questionnaire observed variables, covering samples from four experiments. It can be used to reproduce hypothesis testing, mediation and moderation effect analysis, and support academic research on e-commerce live streaming linguistic marketing and consumer behavior.