Abstract: As live e-commerce livestreaming develops into a mature sales model, streamer's verbal skill has become a key factor influen-cing consumers' live purchase behavior. Based on information processing theory, this study explores how the positive emotional commu-nication, negative emotional communication and cognitive communication of streamers affect consumers' purchase behavior. The study finds that positive emotional communication and cognitive communication have a positive effect on consumers' purchase behavior, and there is an interaction effect between them. In addition, the study also finds that type of streamers (in-house personnel vs outside celebrity) and type of products (private consumer goods vs public consumer goods) have a moderating effect. Consumers are more likely to be influ-enced by emotional communication for celebrity streamers and public consumer goods, and more likely to be influenced by cognitive com-munication for in-house streamers and private consumer goods. This study enriches the research on emotion and cognition in the field of e-commerce livestreaming, and expands the practical application of information processing theory in e-commerce livestreaming. The find-ings are of great guiding significance for live streamers to develop an appropriate verbal pattern, for producers to select an effective lives-treaming strategy, and for audiences to shop rationally.

Key words: e-commerce livestreaming, emotion and cognition, shop via livestreaming, streamer type, product type