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| The Matching Effect of Live-Streaming Room Activeness and Product Information Appeals on Purchase Intension Based on Constual Level Theory |
| SHOU Zhigang，WU Mei，ZHANG Yi，SUN Zhong |
| Wuhan University, Wuhan, China |
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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.
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Received: 03 February 2023
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