Figure 1.
The structural model illustrates how different communication routes influence perceived persuasiveness, purchase intention, and response intention. On the left, the central route includes information completeness, accuracy, and currency, while the peripheral route consists of streamer trustworthiness, attractiveness, bullet-screen consistency, co-viewer involvement, and streamer expertise. These variables influence perceived persuasiveness, which directly affects both purchase and response intentions. Mindfulness modifies the link between perceived persuasiveness and purchase intention. Control variables such as age, gender, watching frequency, and subscription also influence behavioural outcomes. The numerical coefficients along each path represent the strength of these relationships, showing how message quality and viewer characteristics contribute to persuasion and intention in live streaming.Research model with testing results
Source: Figure by authors from SmartPLS