# How Do the Different Humor Styles of Streamers Affect Consumer Repurchase Intentions?

## TL;DR

This paper explores how different types of humor used by live streamers affect consumer trust and repurchase intentions in e-commerce.

## Contribution

The study identifies how affiliative humor boosts trust and repurchase intentions, while aggressive humor has the opposite effect.

## Key findings

- Affiliative humor increases consumer trust, satisfaction, and commitment, leading to higher repurchase intentions.
- Aggressive humor significantly reduces consumer trust and repurchase intentions.
- Relationship quality mediates the effect of humor styles on repurchase intentions.

## Abstract

With the rapid development of e-commerce live streaming, streamers play a crucial role in consumers’ shopping experience and decision-making. In this context, humor has gradually attracted widespread attention in the field of marketing as a communication strategy to enhance interaction between streamers and consumers. According to social exchange theory, this study specifically explores the differing impacts of e-commerce streamers’ humor styles on relationship quality, as well as the positive effect of relationship quality on consumers’ repurchase intention. Data were collected via an online survey with 519 valid responses, and structural equation modeling (SEM) was conducted using AMOS. The results reveal that affiliative humor significantly enhances consumers’ trust (β = 0.22, p < 0.001), which positively affects satisfaction and commitment, ultimately increasing repurchase intention. In contrast, aggressive humor undermines trust (β = −0.63, p < 0.001), leading to lower repurchase intention. This study provides theoretical support for e-commerce streamers to enhance consumers’ repurchase intentions by increasing the use of affiliative humor and reducing the use of aggressive humor.