Officer live streaming is a novel e-marketing format in the tourism industry. Using a sequential mixed-methods approach, this research explores how officers transform identity violation (i.e., as officers vs. as live streamers) into a benign violation to spark consumers' continuous watching intentions and purchase intentions. Through in-depth interviews, Study 1 indicated that language provides clues about underlying mechanisms to rationalize this phenomenon. Three scenario-based experiments (i.e., Studies 2, 3a, and 3b) were subsequently conducted based on benign violation theory. Results show that using figurative language can lead to greater benign appraisal and further spur consumers' continuous watching intentions and purchase intentions in officers’ live streams. These effects are amplified when officers speak in the local dialect. This research enriches the understanding of officer live streaming from an organizational standpoint and is expected to help government officers choose suitable live-streaming strategies.

中文翻译：

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比喻性语言如何影响警员直播的有效性：良性违规视角


官员直播是旅游行业一种新颖的电子营销形式。本研究采用顺序混合方法，探讨警察如何将身份违规（即作为警察与作为主播）转变为良性违规，以激发消费者的持续观看意图和购买意图。通过深入访谈，研究一表明，语言提供了有关使这一现象合理化的潜在机制的线索。随后基于良性违规理论进行了三个基于场景的实验（即研究 2、3a 和 3b）。结果表明，使用比喻语言可以带来更大的良性评价，进一步激发消费者对警员直播的持续观看意愿和购买意愿。当警察用当地方言说话时，这些影响会被放大。这项研究从组织角度丰富了对官员直播的理解，有望帮助政府官员选择合适的直播策略。