Unveiling the Secrets of Effective Information Management: How Does Introductory Information Influence Purchase Intention in Live-Streaming

Abstract

There is growing evidence that product introductory information plays a crucial role in online consumer purchase behavior. However, existing researches on the effect of introductory information on individuals’ purchase intention in live-streaming were limited. In this setting, based on the Stimulus-Organism-Response (S-O-R) model, we explored the relationship among introductory information, trust, purchase intention and display uniqueness. It was done by collecting questionnaire survey data from 500 consumers who have participated in live-streaming e-commerce. The results showed that the introductory information in live-streaming e-commerce has a significant positive effect on consumers’ purchase intention through trust. Additionally, the results revealed a significant moderating effect of display uniqueness on the relationship between introductory information and trust. Display uniqueness could significantly and positively moderate the predictive effect of introductory information on trust. Thus, this study will extend the applicability of S-O-R model to further understand the influence mechanism of introductory information on purchase intention and enrich the research in the live-streaming e-commerce. Also, it can enhance the understanding of consumers’ purchase behaviors to optimize the live-streaming system and online marketing tools, thereby helping companies achieve their business goals.