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

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

Authors
Changhua He1, *, Mengyao Yu1, Lijun Shi1, Wenxuan Jia2
1School of Arts and Media, Yunnan College of Business Management, Yunnan, China
2International Art Exchange College, Shangdong University of Arts, Jinan, China
*Corresponding author. Email: gs62159@student.upm.edu.my
Corresponding Author
Changhua He
Available Online 23 August 2023.
DOI
10.2991/978-94-6463-224-8_51How to use a DOI?
Keywords
Information cues; Purchase intention; Information quality; Streamer characteristics; Attitudes
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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2023 3rd International Conference on Enterprise Management and Economic Development (ICEMED 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
23 August 2023
ISBN
978-94-6463-224-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-224-8_51How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Changhua He
AU  - Mengyao Yu
AU  - Lijun Shi
AU  - Wenxuan Jia
PY  - 2023
DA  - 2023/08/23
TI  - Research on Consumer Information Processing and Purchase Intention of Live Streaming: Integrating Elaboration Likelihood Model and ABC Attitude Model
BT  - Proceedings of the 2023 3rd International Conference on Enterprise Management and Economic Development (ICEMED 2023)
PB  - Atlantis Press
SP  - 414
EP  - 424
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-224-8_51
DO  - 10.2991/978-94-6463-224-8_51
ID  - He2023
ER  -