The Study on the Influence of E-commerce Live Streaming on Consumers' Purchase Intentions: Mediation of Product Involvement and Moderation of Time Pressure
DOI:
https://doi.org/10.54097/gv6j4t49Keywords:
E-commerce Live Streaming, Time Pressure, Product Involvement Degree, Consumer Purchase Intention, Elaboration Likelihood ModelAbstract
With the development of Internet technology, e-commerce live streaming has become an important online consumption model. Based on the ELM model, this paper examines the impact of live streamers’ characteristics and product information on consumers' purchase intentions, with product involvement serving as the mediating variable and time pressure as the moderating variable. The study finds that host interactivity, credibility, and product quality all significantly positively affect consumers' purchase intention, with product involvement playing a partial mediating role, and time pressure only significantly moderating the relationship between product quality and product involvement. The research results can provide a reference for e-commerce live streaming marketing and rational consumer decision-making.
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