How the live streaming commerce viewers process the persuasive message: An ELM perspective and the moderating effect of mindfulness

作者：

Highlights：

• Based on ELM, both central and peripheral route factors affect perceived persuasiveness.

• Perceived persuasiveness exert significant influence on purchase and response intention.

• Mindfulness exerts moderating effect on viewers’ response intention.

摘要

•Based on ELM, both central and peripheral route factors affect perceived persuasiveness.•Perceived persuasiveness exert significant influence on purchase and response intention.•Mindfulness exerts moderating effect on viewers’ response intention.

论文关键词：Live streaming commerce,Elaboration likelihood model,Mindfulness,Information processing,Persuasive message

论文评审过程：Received 8 July 2020, Revised 9 August 2021, Accepted 11 August 2021, Available online 14 August 2021, Version of Record 27 August 2021.

论文官网地址：https://doi.org/10.1016/j.elerap.2021.101087