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Based on the elaboration likelihood model (ELM), this study examined the role of consumers' initial trust in the persuasion process in e-commerce advertising in China. The results of two experiments revealed two significant moderators of the central route for processing of information: the disposition to trust (negative moderator) and institution-based trust (IBT; positive moderator). Specifically, low disposition to trust strengthened the influence of argument quality on consumers' product attitude and purchase intention. The same effect occurred under conditions of high IBT. However, when it came to the peripheral route, the effects of disposition to trust and IBT were not significant. [ABSTRACT FROM AUTHOR]

On the basis of the parasocial interaction and social presence that e-commerce livestream marketing can create，this study used structural equation modeling and the bootstrapping analysis method to explore the impact of consumers' characteristics on their impulsive purchase in livestream marketing. According to an empirical analysis of 400 valid questionnaire data, consumers' empathy ability and real-life social avoidance have a significant positive impact on their perception of parasocial interaction, and their sense of loneliness has a significant negative impact on the same. Parasocial interaction has a significant positive impact on impulsive purchase and mediates the influence mechanism of empathy ability, sense of loneliness, and real-life social avoidance on impulsive purchase. Both consumers' empathy ability and mutual assistance have a significant positive impact on their sense of social presence, but the impact of their social presence on their impulsive purchase is not significant. • Loneliness negatively influence consumer's perception of parasocial interaction in e-commerce live streaming. • The real-life social avoidance positively influence parasocial interaction in e-commerce live streaming. • Consumers' mutual assistance positively effect on their sense of social presence in e-commerce live streaming. • Parasocial interaction mediates the effect of consumer's characteristics on impulsive purchase in e-commerce live streaming. [ABSTRACT FROM AUTHOR]