Information quality and source credibility influence purchase intention in live-stream advertising: a moderated mediation model
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...
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| Main Authors: | , , , , , , |
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| Format: | Article |
| Published: |
Scientific Journal Publishers
2026
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/123802/ https://www.ingentaconnect.com/content/sbp/sbp/2026/00000054/00000002/art00005;jsessionid=1fdgaxwsliwwb.x-ic-live-03 |
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