This study aims to develop a chain-mediated model to examine how streamer and product characteristics influence consumer behavior inertia (CBI) based on an extended cognitive-affective-conative (CAC) perspective.
This study used an online survey concerning the livestreaming activities of 250 experienced shoppers to measure the proposed model.
Streamer (product) attractiveness mediates the relationship between streamer (product) characteristics and shopping experience memory. Streamer (product) attractiveness and shopping experience memory have a chain mediating effect between the streamer (product) characteristics and CBI.
Theoretically, the study demonstrates the critical role of attractiveness and shopping experience memory in the formation of consumer inertia and complements current explanations of consumer continuance of buying through livestreaming. From a managerial standpoint, the findings provide guidelines for enterprises carrying out livestreaming business on how to improve inertia to realize a stable profit source.
