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Information quality and source credibility influence purchase intention in live-stream advertising: A moderated mediation model.

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Title: Information quality and source credibility influence purchase intention in live-stream advertising: A moderated mediation model.
Authors: He, Changhua (AUTHOR), Hashim, Norliana (AUTHOR), Kamarudin, Syafila (AUTHOR), Yu, Mengyao (AUTHOR), Shi, Lijun (AUTHOR), Li, Chengen (AUTHOR), Peng, Chen (AUTHOR)
Source: Social Behavior & Personality: an international journal. Feb2026, Vol. 54 Issue 2, p1-13. 13p.
Subjects: Source credibility, Data quality, Elaboration likelihood model, Advertising, Mediation (Statistics), Consumer behavior, Theory of reasoned action, Internet advertising
Abstract: This study integrated the elaboration likelihood model and the theory of reasoned action to explore the effect of information quality and source credibility on purchase intention in the context of live-stream advertising. The sample comprised 400 respondents with live-stream shopping experience. We found that information quality and source credibility significantly and positively affected users' purchase intention, with attitude partially mediating this relationship. Advertising involvement positively moderated the effect of information quality on purchase intention through attitude but negatively moderated the effect of source credibility. We recommend that live-stream advertisers prioritize enhancing information quality and influencer credibility to improve positive user attitude, and tailor marketing strategies based on audience involvement levels by providing detailed product information for highly involved users and fostering interaction and emotional connections for low-involvement viewers. This targeted approach could maximize engagement and drive purchase intention. [ABSTRACT FROM AUTHOR]
Copyright of Social Behavior & Personality: an international journal is the property of Scientific Journal Publishers Limited and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Psychology and Behavioral Sciences Collection
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DbLabel: Psychology and Behavioral Sciences Collection
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PubType: Academic Journal
PubTypeId: academicJournal
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  Label: Title
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  Data: Information quality and source credibility influence purchase intention in live-stream advertising: A moderated mediation model.
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  Data: <searchLink fieldCode="AR" term="%22He%2C+Changhua%22">He, Changhua</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Hashim%2C+Norliana%22">Hashim, Norliana</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Kamarudin%2C+Syafila%22">Kamarudin, Syafila</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Yu%2C+Mengyao%22">Yu, Mengyao</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Shi%2C+Lijun%22">Shi, Lijun</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Li%2C+Chengen%22">Li, Chengen</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Peng%2C+Chen%22">Peng, Chen</searchLink> (AUTHOR)
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  Data: <searchLink fieldCode="JN" term="%22Social+Behavior+%26+Personality%3A+an+international+journal%22">Social Behavior & Personality: an international journal</searchLink>. Feb2026, Vol. 54 Issue 2, p1-13. 13p.
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  Data: <searchLink fieldCode="DE" term="%22Source+credibility%22">Source credibility</searchLink><br /><searchLink fieldCode="DE" term="%22Data+quality%22">Data quality</searchLink><br /><searchLink fieldCode="DE" term="%22Elaboration+likelihood+model%22">Elaboration likelihood model</searchLink><br /><searchLink fieldCode="DE" term="%22Advertising%22">Advertising</searchLink><br /><searchLink fieldCode="DE" term="%22Mediation+%28Statistics%29%22">Mediation (Statistics)</searchLink><br /><searchLink fieldCode="DE" term="%22Consumer+behavior%22">Consumer behavior</searchLink><br /><searchLink fieldCode="DE" term="%22Theory+of+reasoned+action%22">Theory of reasoned action</searchLink><br /><searchLink fieldCode="DE" term="%22Internet+advertising%22">Internet advertising</searchLink>
– Name: Abstract
  Label: Abstract
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  Data: This study integrated the elaboration likelihood model and the theory of reasoned action to explore the effect of information quality and source credibility on purchase intention in the context of live-stream advertising. The sample comprised 400 respondents with live-stream shopping experience. We found that information quality and source credibility significantly and positively affected users' purchase intention, with attitude partially mediating this relationship. Advertising involvement positively moderated the effect of information quality on purchase intention through attitude but negatively moderated the effect of source credibility. We recommend that live-stream advertisers prioritize enhancing information quality and influencer credibility to improve positive user attitude, and tailor marketing strategies based on audience involvement levels by providing detailed product information for highly involved users and fostering interaction and emotional connections for low-involvement viewers. This targeted approach could maximize engagement and drive purchase intention. [ABSTRACT FROM AUTHOR]
– Name: AbstractSuppliedCopyright
  Label:
  Group: Ab
  Data: <i>Copyright of Social Behavior & Personality: an international journal is the property of Scientific Journal Publishers Limited and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=pbh&AN=191498199
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      – Type: doi
        Value: 10.2224/sbp.15117
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      – Code: eng
        Text: English
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        PageCount: 13
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      – SubjectFull: Source credibility
        Type: general
      – SubjectFull: Data quality
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      – SubjectFull: Elaboration likelihood model
        Type: general
      – SubjectFull: Advertising
        Type: general
      – SubjectFull: Mediation (Statistics)
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      – SubjectFull: Consumer behavior
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      – SubjectFull: Theory of reasoned action
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      – SubjectFull: Internet advertising
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      – TitleFull: Information quality and source credibility influence purchase intention in live-stream advertising: A moderated mediation model.
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            NameFull: He, Changhua
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            NameFull: Hashim, Norliana
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            NameFull: Kamarudin, Syafila
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              M: 02
              Text: Feb2026
              Type: published
              Y: 2026
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