Influence of the fit between elements in livestreaming shopping on consumers’ purchase intention: A dual-processing fluency perspective

In the wake of rapid development of livestream shopping and extensive research surrounding it, the fit between elements in livestream shopping has attracted the widespread attention of researchers. Based on the match-up hypothesis and information processing fluency theory, this study explored the impact of various types of fit between elements in livestream shopping on consumers’ purchase intention through processing fluency. The analysis of data sampled in mainland China showed that product–scene fit and anchor–scene fit influence consumers’ perceptual fluency; consumers’ perceptual fluency and pleasure play a mediating role in the effects of the two types of fit on purchase intention. Additionally, consumer–scene fit, consumer–product fit, consumer–anchor fit, and anchor–product fit affect consumers’ conceptual fluency; consumers’ conceptual fluency and trust play a mediating role in the effects of the four types of fit on purchase intention. The main theoretical contribution of this study is to systematically examine the impact of the fit between elements in livestream shopping on consumers’ purchase intention and reveal the influence mechanism from a novel perspective of information processing fluency.