Live streaming is conducive to consumers obtaining rich and accurate product information, by displaying products through real-time video technology. Live streaming provides a new type of product presentation method, such as showing products from different perspectives, interacting with consumers by trying the products out, and answering consumers’ questions in real time. Other than the current research focus on anchors (or influencers) and consumers in live-streaming marketing, this article tried to explore the way of the product presentation and its effect and mechanism on consumers’ purchase intention. Three studies were conducted. Study 1 (N = 198, 38.4% male) used a survey to explore the main effect of product presentation on consumers’ purchase intention and the mediating effect of the perceived product value. Study 2 (N = 60, 48.3% male) was a survey-based behavioral experiment, and it tested the above effects in the scenario of food consumption. Study 3 (N = 118, 44.1% men) tried to deeply discuss the above relationship in the appeal consumption scenario by priming different levels of the product presentation and time pressure. The results found that the product presentation positively affected consumers’ purchase intention. The perceived product value played a mediating role in the relationship between product presentation and purchase intention. In addition, different levels of time pressure in the living room moderated the above mediation effect. When time pressure is high, the positive impact of product presentation on purchase intention is strengthened. This article enriched the theoretical research on product presentation by exploring product presentation in the context of live-streaming marketing. It explained how product presentation could improve consumers’ perceived product value and the boundary effect of time pressure on consumers’ purchase intention. In practice, this research guided brands and anchors on designing product displays to improve consumers’ purchase decisions.

Maternal satisfaction is essential for women. Extant research has focused on how a practical delivery method effects maternal satisfaction. This article tried to explore the effect of the consistency of delivery mode between mothers’ expectations and their experience of maternal satisfaction and proposed the mediating effect of the perception of support from medical staff and the moderated mediation effect of maternal self-efficacy. Based on two studies, this article found that the consistency of the delivery mode has a positive effect on maternal satisfaction, and women’s perception of support from medical staff mediated the above relationship. The maternal perception of self-efficacy has a moderated mediation effect; specifically, for women with a high level of self-efficacy, the positive effect of the consistency of the delivery mode on maternal satisfaction through perception support from medical staff is stronger. This article highlights the importance of the consistency of the delivery mode between women’s expectations and the experience of maternal satisfaction and the psychological mechanisms involved. The results extend the theoretical research on ethics in childbirth and provide implications for improving women’s maternal satisfaction from medical staff and themselves.