The dual-process model of product information and habit in influencing consumers’ purchase intention: The role of live streaming features

Abstract

• Exploring how live streaming features influence purchase intention. • Product quality uncertainty and product fit uncertainty have a negative influence on purchase intention. • Automatic habit is positively associated with purchase intention. • Habit increases the influence of perceived quality uncertainty on purchase intention. The increasing popularity of live streaming commerce has presented opportunity for sellers to generate revenue. Despite the obvious advantages of live streaming commerce offers reduced product uncertainty and encourages usage habit formation, studies have overlooked their effect on consumers’ purchase intention. On the basis of dual-process theory, this study proposes a research model with information signals mechanism and automatic habit mechanism. An online survey with 401 samples from several live streaming platforms is conducted to measure our model. Our results show that uncertainties in product quality and product fit have a significant negative influence on the purchase intention, while automatic habit is positively associated with the purchase intention. The result also indicates that habit moderates the relationship between product quality uncertainty and purchase intention. In addition, live streaming features can activate the two mechanisms. Our findings contribute to research by highlighting the importance of product information and habit.