Research On The Influence Of Different Information Clues On Consumers’ Purchase Intention In Live Streaming

In the era of mobile internet,live streaming is favored by consumers for its unique advantages,and attracts more merchants with its huge dividends,and has gradually become a mainstream marketing method.Due to the emergence of the Covid-19 in 2019 and policies such as travel restrictions,offline consumption relying on brick-and-mortar stores has been greatly affected,and the home market of consumption has gradually shifted to online,which has further prospered live streaming,and also promoted it to become a research hotspot in academia.At present,research about living streaming at home and abroad mostly focuses on effect of anchor in living streaming process;In addition,the research on live streaming content information is divided from the overall characteristics of the information itself,and there is little research to explore the impact of specific live delivery on purchase intention from the perspective of active information utilization and processing from the perspective of consumers.Therefore,based on previous studies,combined with the specific situation of China’s live streaming scene,and supported by the Elaboration Likelihood Model,this paper constructs a conceptual model with various detailed external on-the-spot heuristic information clues and analytical information clues as the antecedent variables,and brand familiarity represented consumers’ internal cognition of product as regulating variables,exploring the impact of various on-the-spot information clues on consumers’ purchase intention,and effect of brand familiarity in their relationship.The research adopts the quantitative research method of questionnaire survey,issuing questionnaires in many domestic mainstream online social networking platforms,collected 581 valid questionnaires,and carries out regression analysis and hypothesis test.The study found that various on-the-spot information clues in live streaming have a positive impact on consumers’ purchase intention;brand familiarity plays a moderating role in their relationships except in entertainment information cues and professional knowledge information.This shows that in the live streaming scenario,existing two consumer information processing paths such as edge type and center type.Meanwhile,brand familiarity moderates some relationships between information clue and purchase intention.From the perspective of consumer information utilization and processing,the research analyzes the impact of on-the-spot information clues on purchase intention in the live streaming scene,expands the application of fine processing possibility model in the live streaming scene,and also expands the application situation of brand familiarity variables.The research conclusion provides a reference for businesses,anchors,streaming platforms and other stakeholders using live streaming marketing.