Research Article
An Exhaustive Likelihood Model of Consumer Purchase Intention to Live Streaming: Flow and Satisfaction as Moderators
@INPROCEEDINGS{10.4108/eai.1-9-2023.2338705, author={Mingming Wang and Mingyan Wang}, title={An Exhaustive Likelihood Model of Consumer Purchase Intention to Live Streaming: Flow and Satisfaction as Moderators}, proceedings={Proceedings of the 2nd International Conference on Public Management, Digital Economy and Internet Technology, ICPDI 2023, September 1--3, 2023, Chongqing, China}, publisher={EAI}, proceedings_a={ICPDI}, year={2023}, month={11}, keywords={live e-commerce; elm; use and satisfaction theory; purchase intention}, doi={10.4108/eai.1-9-2023.2338705} }- Mingming Wang
Mingyan Wang
Year: 2023
An Exhaustive Likelihood Model of Consumer Purchase Intention to Live Streaming: Flow and Satisfaction as Moderators
ICPDI
EAI
DOI: 10.4108/eai.1-9-2023.2338705
Abstract
The Elaboration Likelihood Model is adopted in this study to examine the interaction of central route factors (product quality, price concessions and return shipping insurance) and peripheral route factors (anchor attractiveness and interactivity) on consumer purchase intention to live streaming. Flow and satisfaction served as moderators af-fecting the relationship between consumer purchase intention. 319 valid questionnaires in all were gathered. The study of the data revealed that, via satisfaction, consumers' purchase intentions in the central route were significantly positively impacted by product quality, price reductions, and return shipping insurance; while in the peripheral route, flow and satisfaction, two parallel mediating variables, had a strong positive impact on purchase intention through the anchor attractiveness and interactivity. The results of this study can provide some insight into how businesses create their marketing plans.