Investigating Factors that Influence Purchase Intentions in Live-Streaming Contexts Through the Elaboration Likelihood Model: The Perspectives of Para-Social Interaction and Information Quality

This research is grounded in the Elaboration Likelihood Model and investigates the determinants of purchase intentions within live-streaming settings. It differentiates between peripheral cues (para-social interaction and source credibility) and central cues (information quality), which are pivotal in shaping consumer attitudes and, subsequently, purchase intentions. Furthermore, this study assesses the moderating roles of product involvement and product consistency. Data were gathered through an online survey, yielding 299 valid responses. The findings indicate that para-social interaction, source credibility, and information quality significantly and positively influence consumer attitudes when neither product involvement nor consistency is accounted for. The analysis of the moderating variables presented diverse outcomes. Specifically, product involvement significantly influences the cognitive processing routes of the audience, aligning with prior research; viewers with low involvement form attitudes predominantly through para-social interaction and source credibility, whereas those with high involvement depend more on information quality. Conversely, despite its significance in prior studies, product consistency did not exhibit a substantial moderating effect in this research context. These results provide valuable insights for both academic research and practical applications in online marketing strategies.