Abstract Based on the construal level theory, this study reveals the matching effects of live-streaming room activeness (high vs. low) and product information appeals (attributes vs. benefits) on consumers’ purchase intention through a secondary data analysis and several experimental studies. The research shows that: ①when live-streaming room activeness is high, product information with benefit-based appeals can improve the purchasing intention of consumers; when live-streaming room activeness is low, product information with attribute-based appeal is more likely to increase the purchase intention of consumers.②Perceived usefulness mediates the effects of live-streaming room activeness and product information appeals on consumers’ purchase intentions.③Barrage similarity moderates the matching effect of live-streaming room activeness and product information appeals, i.e., when barrages are similar, there is no significant difference in the effect of the two appeals strategies on consumers.
SHOU Zhigang,WU Mei,ZHANG Yi等. The Matching Effect of Live-Streaming Room Activeness and Product Information Appeals on Purchase Intension Based on Constual Level Theory[J]. Chinese Journal of Management, 2024, 21(4): 577-.
