A study on the role of information cues in E-commerce live streaming: evidence from self-reported and fNIRS data

Yajing Diao (), Qian Yang (), Shilun Ge (), Nianxin Wang () and Jian Lu ()
Additional contact information
Yajing Diao: Jiangsu University of Science and Technology
Qian Yang: Jiangsu University of Science and Technology
Shilun Ge: Jiangsu University of Science and Technology
Nianxin Wang: Jiangsu University of Science and Technology
Jian Lu: Jiangsu University of Science and Technology

Electronic Commerce Research, 2025, vol. 25, issue 4, No 25, 3045 pages

Abstract: Abstract Unlike general e-commerce, live streaming commerce innovatively allows live streamers to use instant social functions to communicate with viewers and present products in a more vivid way. However, little research has been done to understand the effects of multiple information cues in live streaming commerce. Drawing on the stimulus–organism–response (S–O–R) theory, we develop a two-phase research framework to examine how the combination of endogenous and exogenous cues can influence viewers’ information processing and arouse purchase intention when watching e-commerce live streaming. We also propose that product involvement may moderate the effects of information cues. To investigate the above effects, we conduct a laboratory experiment using self-report and functional near-infrared spectroscopy. In summary, the experimental results show that the richer the cues provided by the live streaming, the better the effect on viewers’ product knowledge accessibility for low-involvement products. However, complex information cues have a negative effect on the viewers’ cognitive processing of high-involvement products, which may distract viewers’ attention from the products and reduce consumers’ product knowledge accessibility. In addition, the introduction of the live streamer, the real-time comments, and the detailed product list aroused the viewers' positive emotions among the viewers and thus stimulated their purchase intention. These findings can help platforms, businesses, and live streamers improve their marketing strategies.

Keywords: E-commerce live streaming; Multiple cues; Selective attention theory (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s10660-023-09772-8 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:elcore:v:25:y:2025:i:4:d:10.1007_s10660-023-09772-8

Ordering information: This journal article can be ordered from
http://www.springer.com/journal/10660

DOI: 10.1007/s10660-023-09772-8

Access Statistics for this article

Electronic Commerce Research is currently edited by James Westland

More articles in Electronic Commerce Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().