When information flows, shoppers flow: examining information quality, interactivity and purchase intention in livestream shopping

Purpose This research examines if the information quality (completeness, format, accuracy and currency) provided during livestream shopping impacts shoppers’ purchase intention. We investigated shoppers’ flow state as an underlying mechanism and tested the boundary effects of perceived interactivity. Design/methodology/approach Data were collected from 573 participants recruited through store intercept using a systematic random sampling method. We used structural equation modelling to test the hypotheses. Findings The study reveals that completeness, format, accuracy and currency of information influence the consumer's flow state and purchase intentions. We found that the impact of information quality on flow state was accentuated for shoppers having high perceived interactivity. Practical implications For practitioners, the findings emphasise the integration of high-quality information and interactive elements during livestream shopping. Originality/value This research is one of the first studies to examine the role of information quality provided during livestream shopping. In one of the pioneering efforts, we extend the flow theory to livestream shopping and examine the effects of perceived interactivity.