Using virtual gifts on live streaming platforms as a sustainable strategy to stimulate consumers' green purchase intention

As the use of live-stream marketing by corporations to sell products is increasing, the sustainability of this marketing model has been a controversial topic in recent years. In this study, we propose that live-stream marketing can be used as a sustainable strategy to improve the relationship between customers and the companies endorsed by broadcasters. Based on signal theory and the framework of "affordance-psychological outcome-consumer behavior", this study answers the question from the perspective of virtual gift visibility, and finds that social presence and self-esteem serve as mediators, and self-monitoring personality as a moderator, of the relationship between online visibility of virtual gifts and green purchasing. Our research model was tested using structural equation model analysis. Data were collected from 552 users of Chinese live streaming platforms in China, and it was found that online gift visibility of live-stream marketing can be used as a sustainable strategy to stimulate customers' purchase intention. Social presence is a full mediator of the relationship between the online visibility of virtual gifts and green purchases. Furthermore, self-monitoring personality moderates the relationships among the online visibility of virtual gifts, social presence, and green purchase intention. Our research not only extends the understanding of online gifts as a link between consumers and broadcasters, but also clarifies the process of how online gifts lead to green purchase intention.