The Impact of Para-social Interaction and Information Quality on Purchase Intentions in Live Streaming Context: An Elaboration Likelihood Model

As live streaming technology has advanced, brands and marketing strategies have swiftly adapted, making interaction between live broadcasts and consumers an emerging trend. Based on the Elaboration Likelihood Model (ELM), this study examines the factors influencing audience purchase intention within the context of online live streaming, focusing on the impact of Para-social Interaction and Information Quality on product attitude, and the role of Product Involvement as a moderating factor. Analyzing 345 valid questionnaires revealed that Para-social Interaction and Information Quality positively and significantly affect product attitude, regardless of the level of product involvement. Product Involvement was confirmed to modulate the audience's thinking pathway: individuals with low involvement rely on Para-social Interaction and source credibility to form attitudes, whereas those with high involvement prioritize Information Quality. This research offers recommendations for academic studies and practical applications, providing insights for future research and business strategies.