Which type of information’s quality in live streaming commerce captures consumers’ attention the most? Considering the moderating role of network size

Abstract

Purpose

This study aims to identify which types of information quality influence purchase intentions the most in live streaming commerce and to examine the role of network size in this context.

Design/methodology/approach

We propose a model to investigate the correlation among the quality of different information in live streaming commerce, consumer trust, network size and purchase intention. An empirical analysis of 505 questionnaires was conducted by constructing a structural equation model.

Findings

The empirical findings indicate that information quality can directly enhance purchase intention and exert an indirect influence through the mediating factors of trust in products and streamers. Perceived network size positively moderates the relationship between information quality and trust in products. Of the five types of information, the quality of bullet-screen comments information is most important to consumers.

Originality/value

This study represents the first systematic analysis of how the quality of multiple types of information in live streaming commerce influences consumer trust and purchase intention, integrated within a unified framework. It uniquely introduces network size as a moderating variable, offering both theoretical insights and practical guidance for balancing information quality with network size in live streaming commerce environments.

Citation

Shi, H., Wang, Y., Gong, X. and Deng, F. (2024), "Which type of information’s quality in live streaming commerce captures consumers’ attention the most? Considering the moderating role of network size", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-04-2024-0528