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...

詳細記述

書誌詳細

出版年:	Journal of Theoretical and Applied Electronic Commerce Research
主要な著者:	Yinjiao Chen, Qianqian Han, Zhihua Lian, Weiming Zhu, Yushi Jiang
フォーマット:	論文
言語:	英語
出版事項:	MDPI AG 2025-06-01
主題:	live-stream e-commerce expression certainty perceived competence perceived warmth purchase behavior
オンライン･アクセス:	https://www.mdpi.com/0718-1876/20/2/138