From Certainty to Doubt: The Impact of Streamer Expression Certainty on Consumer Purchase Behavior in Live-Stream E-Commerce

From Certainty to Doubt: The Impact of Streamer Expression Certainty on Consumer Purchase Behavior in Live-Stream E-Commerce

This study explores the impact of streamer expression certainty on consumer purchase behavior in live-stream e-commerce and its underlying mechanisms. Based on an empirical analysis of 3842 product live-stream data from the Douyin platform and an experimental study, the results show that streamer ex...

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Bibliographic Details
Main Authors: Yinjiao Chen, Qianqian Han, Zhihua Lian, Weiming Zhu, Yushi Jiang
Format: Article
Language:English
Published: MDPI AG 2025-06-01
Series:Journal of Theoretical and Applied Electronic Commerce Research
Subjects:
live-stream e-commerce
expression certainty
perceived competence
perceived warmth
purchase behavior
Online Access:https://www.mdpi.com/0718-1876/20/2/138
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