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Research on Consumer Information Processing and Purchase Intention of Live Streaming: Integrating Elaboration Likelihood Model and ABC Attitude Model

In: Proceedings of the 2023 3rd International Conference on Enterprise Management and Economic Development (ICEMED 2023)

Author

Listed:
  • Changhua He

    (Yunnan College of Business Management, School of Arts and Media)

  • Mengyao Yu

    (Yunnan College of Business Management, School of Arts and Media)

  • Lijun Shi

    (Yunnan College of Business Management, School of Arts and Media)

  • Wenxuan Jia

    (Shangdong University of Arts, International Art Exchange College)

Abstract

This study proposes an extended research model that explores the relationship between consumer information cues and purchase intention in the context of live streaming. The model builds upon previous theoretical methods and research successes and combines the Elaboration Likelihood Model (ELM) and the ABC (Affection-Behavior-Cognition) attitude model. The resulting online purchase intention conceptual model includes intermediate variables, such as cognitive trust and emotional response, and examines the role of attitudes in generating purchase intention. The study’s results enrich current theoretical research and have practical implications for live streaming businesses seeking to optimize promotional effects.

Suggested Citation

  • Changhua He & Mengyao Yu & Lijun Shi & Wenxuan Jia, 2023. "Research on Consumer Information Processing and Purchase Intention of Live Streaming: Integrating Elaboration Likelihood Model and ABC Attitude Model," Advances in Economics, Business and Management Research, in: Gaikar Vilas & Jing Gao & Xi Chen (ed.), Proceedings of the 2023 3rd International Conference on Enterprise Management and Economic Development (ICEMED 2023), pages 414-424, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-224-8_51
    DOI: 10.2991/978-94-6463-224-8_51
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