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| A Study on Viewers’ Information Processing and Purchase Intention in Live Streaming Commerce |
| LI Qi，GAO Xiayuan，XU Xiaoyu，QIAO Zhilin |
| Xi’an Jiaotong University, Xi’an, China |
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Abstract Based on the elaboration likelihood model (ELM) and multiple attitude theory, this study develops a research model to investigate the influence of viewers’information processing on their attitude and purchase intention in live streaming commerce. In addition, the moderating effect of impulsiveness is verified. Using 395 effective questionnaires as empirical data, this study examined the research hypotheses with SmartPLS. The results show that, ①the central route factor significantly influences users’cognitive attitude; ②except streamer expertise, peripheral route factors have a significant impact on users’cognitive and emotional attitudes; ③compared with peripheral route factors, the central route factor exerts stronger effect on users’cognitive attitude; while compared with cognitive attitude, peripheral route factors exert stronger effect on users’emotional attitude; ④impulsiveness positively moderates the relationship between emotional attitude and purchase intention.
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Received: 12 June 2020
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