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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| Format: | Article |
| Language: | English |
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MDPI AG
2025-06-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
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| Online Access: | https://www.mdpi.com/0718-1876/20/2/138 |
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| author | Yinjiao Chen Qianqian Han Zhihua Lian Weiming Zhu Yushi Jiang |
| author_facet | Yinjiao Chen Qianqian Han Zhihua Lian Weiming Zhu Yushi Jiang |
| author_sort | Yinjiao Chen |
| collection | DOAJ |
| description | 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 expression certainty has a significant inverted U-shaped relationship with consumer purchase behavior. Moderate expression certainty enhances consumers’ purchase intention, while excessively high or low expression certainty weakens its effect. Furthermore, perceived competence and perceived warmth mediate this process. Moderate expression certainty enhances consumers’ perceptions of the streamer’s professionalism and sincerity, thereby promoting purchase behavior. However, overly high expression certainty may reduce perceived warmth, leading to decreased consumer trust. This study further reveals the key role of language style in live-stream e-commerce and provides practical insights for optimizing streamers’ language strategies and improving live-stream effectiveness. The study’s limitations and directions for future research are also discussed. |
| format | Article |
| id | doaj-art-7105e024505b4afcbc72a96f4bfb283f |
| institution | OA Journals |
| issn | 0718-1876 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Theoretical and Applied Electronic Commerce Research |
| spelling | doaj-art-7105e024505b4afcbc72a96f4bfb283f2025-08-20T02:21:13ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762025-06-0120213810.3390/jtaer20020138From Certainty to Doubt: The Impact of Streamer Expression Certainty on Consumer Purchase Behavior in Live-Stream E-CommerceYinjiao Chen0Qianqian Han1Zhihua Lian2Weiming Zhu3Yushi Jiang4School of Management, Guangdong University of Science and Technology, Dongguan 523083, ChinaSchool of Business, Nanjing Audit University, Nanjing 211815, ChinaSchool of International Business, Xiamen University Tan Kah Kee College, Zhangzhou 363105, ChinaSchool of Business, Macau University of Science and Technology, Macau, ChinaSchool of Economics and Management, Southwest Jiaotong University, Chengdu 611756, ChinaThis 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 expression certainty has a significant inverted U-shaped relationship with consumer purchase behavior. Moderate expression certainty enhances consumers’ purchase intention, while excessively high or low expression certainty weakens its effect. Furthermore, perceived competence and perceived warmth mediate this process. Moderate expression certainty enhances consumers’ perceptions of the streamer’s professionalism and sincerity, thereby promoting purchase behavior. However, overly high expression certainty may reduce perceived warmth, leading to decreased consumer trust. This study further reveals the key role of language style in live-stream e-commerce and provides practical insights for optimizing streamers’ language strategies and improving live-stream effectiveness. The study’s limitations and directions for future research are also discussed.https://www.mdpi.com/0718-1876/20/2/138live-stream e-commerceexpression certaintyperceived competenceperceived warmthpurchase behavior |
| spellingShingle | Yinjiao Chen Qianqian Han Zhihua Lian Weiming Zhu Yushi Jiang From Certainty to Doubt: The Impact of Streamer Expression Certainty on Consumer Purchase Behavior in Live-Stream E-Commerce Journal of Theoretical and Applied Electronic Commerce Research live-stream e-commerce expression certainty perceived competence perceived warmth purchase behavior |
| title | From Certainty to Doubt: The Impact of Streamer Expression Certainty on Consumer Purchase Behavior in Live-Stream E-Commerce |
| title_full | From Certainty to Doubt: The Impact of Streamer Expression Certainty on Consumer Purchase Behavior in Live-Stream E-Commerce |
| title_fullStr | From Certainty to Doubt: The Impact of Streamer Expression Certainty on Consumer Purchase Behavior in Live-Stream E-Commerce |
| title_full_unstemmed | From Certainty to Doubt: The Impact of Streamer Expression Certainty on Consumer Purchase Behavior in Live-Stream E-Commerce |
| title_short | From Certainty to Doubt: The Impact of Streamer Expression Certainty on Consumer Purchase Behavior in Live-Stream E-Commerce |
| title_sort | from certainty to doubt the impact of streamer expression certainty on consumer purchase behavior in live stream e commerce |
| topic | live-stream e-commerce expression certainty perceived competence perceived warmth purchase behavior |
| url | https://www.mdpi.com/0718-1876/20/2/138 |
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