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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Autori principali: Yinjiao Chen, Qianqian Han, Zhihua Lian, Weiming Zhu, Yushi Jiang
Natura: Articolo
Lingua:inglese
Pubblicazione: MDPI AG 2025-06-01
Serie:Journal of Theoretical and Applied Electronic Commerce Research
Soggetti:
live-stream e-commerce
expression certainty
perceived competence
perceived warmth
purchase behavior
Accesso online:https://www.mdpi.com/0718-1876/20/2/138
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https://www.mdpi.com/0718-1876/20/2/138

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