Stream smart, buy smart: optimizing persuasive strategies for enhanced decisions in live streaming commerce
DOI:
https://doi.org/10.1108/RAUSP-10-2024-0206Keywords:
Live streaming commerce, Elaboration likelihood model, Purchase intention, Response intention, Persuasive informationAbstract
PurposeThe purpose of this study is to apply the Elaboration Likelihood Model (ELM) to examine persuasive information processing in live streaming commerce (LSC). This study examines the impact of streamer credibility, viewer mindfulness and control variables (age, gender, viewing frequency and subscription status) on purchase and response intentions in the Indonesian context.
Design/methodology/approachThis study uses Partial Least Squares Structural Equation Modeling to analyze responses from 372 individuals aged 18–45 years who had watched or purchased through LSC within the past month. The model incorporates streamer expertise and sociodemographic control variables.
FindingsThe peripheral route, driven by streamer credibility (trustworthiness, attractiveness and expertise) and co-viewer engagement, strongly influences the persuasiveness of information more than the central route. Viewers are more influenced by social cues than by the quality of product information. Mindfulness does not significantly moderate the relationship between perceived persuasiveness and either purchase or response intention. However, younger, active subscribers demonstrate a higher likelihood of engagement.
Research limitations/implicationsThese findings contribute to practical enhancements in streamer branding and digital trust-building strategies, enabling LSC platforms to optimize content and strengthen collaborations with streamers and key opinion leaders, thereby increasing purchase and response intentions.
Practical implicationsThe findings of this study offer actionable recommendations for brands and streamers, including strategies to enhance streamer appeal and create persuasive content that resonates with target audiences.
Social implicationsThis study fosters stronger, trust-based interactions between streamers and their audiences, promoting inclusive digital economic growth across diverse demographic segments in Indonesia.
Originality/valueBy integrating ELM with streamer credibility, mindfulness and sociodemographic factors, this study provides novel insights into viewer behavior in Indonesia’s emerging LSC landscape.
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