Based on the construal level theory,this study reveals the matching effects of live-streaming room activeness(high vs.low)and product information appeals(attributes vs.benefits)on consumers'purchase intention through a secondary data analysis and several experimental studies.The research shows that:①when live-streaming room activeness is high,product information with benefit-based appeals can improve the purchasing intention of consumers;when live-streaming room activeness is low,product information with attribute-based appeal is more likely to increase the pur-chase intention of consumers.②Perceived usefulness mediates the effects of live-streaming room ac-tiveness and product information appeals on consumers'purchase intentions.③ Barrage similarity moderates the matching effect of live-streaming room activeness and product information appeals,i.e.,when barrages are similar,there is no significant difference in the effect of the two appeals strate-gies on consumers.
livestreaming e-commercelive-streaming room activenessproduct information ap-pealsperceived information usefulnessconstrual level theory
NETL
NSTL
维普
万方数据
