Figure 1
A diagram representing a research framework and hypotheses. The diagram is structured around consumer motivations, divided into informational needs and social/hedonic needs. Informational needs are linked to consumer-streamer interaction, which includes expertise and responsiveness. Social/hedonic needs are linked to consumer-consumer interaction, which includes personalization and entertainment. The diagram shows two routes from these interactions to purchase intention: the ELM-Central Route and the ELM-Peripheral Route. Expertise and responsiveness are part of the ELM-Central Route, while personalization and entertainment are part of the ELM-Peripheral Route. Perceived trust is influenced by both routes and affects purchase intention directly. Price sensitivity also directly influences purchase intention. The diagram includes arrows indicating the flow and relationships between these elements.Research framework and hypotheses. Source: Authors' own work