From Certainty to Doubt: The Impact of Streamer Expression Certainty on Consumer Purchase Behavior in Live-Stream E-Commerce
Abstract
:1. Introduction
2. Theoretical Background and Hypotheses Development
2.1. Language Strategies in Live-Stream E-Commerce
2.2. Stereotype Theory
2.3. The Impact of Streamer Expression Certainty on Consumers’ Purchase Behavior
2.4. Perceived Competence and Perceived Warmth as Mediators
3. Research Method
3.1. Study 1
3.1.1. Data Collection
3.1.2. Variables
3.1.3. Data Analysis
3.1.4. Results
3.1.5. Robustness Test
3.2. Study 2
3.2.1. Method
3.2.2. Results Analysis and Discussion
4. Discussion
4.1. Theoretical Implications
4.2. Practical Implications
4.3. Research Limitations and Future Research Avenues
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Variable | Measurement | Samples | Variable | Measurement | Samples (Videos) |
---|---|---|---|---|---|
Gender | Male | 76 | Product categories | daily necessities | 712 |
Female | 67 | baby products | 657 | ||
Number of fans | <100,000 | 41 | cosmetic | 552 | |
100,000~1 million | 76 | clothing | 425 | ||
1 million~10 million | 21 | electronic product | 285 | ||
>10 million | 5 | food | 1211 |
Antecedent | Model 1 | Model 2 | Model 3 | |||
---|---|---|---|---|---|---|
β (se) | p | β (se) | p | Β (se) | p | |
Expression certainty | 0.241 | 0.000 | 0.204 | 0.000 | ||
Expression certainty 2 | −0.143 | 0.000 | ||||
Gender | 0.014 | 0.752 | 0.014 | 0.742 | 0.014 | 0.714 |
Number of fans | 0.141 | 0.005 | 0.132 | 0.006 | 0.144 | 0.002 |
Update frequency | −0.042 | 0.211 | −0.033 | 0.201 | −0.042 | 0.183 |
Product price | −0.337 | 0.001 | −0.341 | 0.001 | −0.312 | 0.001 |
Live-Stream Duration | 0.021 | 0.812 | 0.022 | 0.810 | 0.024 | 0.721 |
Readability | 0.242 | 0.004 | 0.255 | 0.002 | 0.224 | 0.004 |
Information Volume | 0.025 | 0.371 | 0.024 | 0.362 | 0.027 | 0.352 |
Monetary-Related Information | 0.257 | 0.001 | 0.253 | 0.001 | 0.244 | 0.001 |
Social-Related Information | 0.254 | 0.002 | 0.244 | 0.003 | 0.228 | 0.003 |
VIF | 1.47 | 1.47 | 3.95 | |||
Log-likelihood | −6524.33 | −6442.37 | −6328.24 | |||
Wald χ2 | 428.14 | 0.000 | 431.95 | 0.000 | 475.25 | 0.000 |
AIC | 5725.2 | 5528.1 | 5418.6 | |||
N | 3842 | 3842 | 3842 |
Robustness of Data | Robustness of the Dependent Variable | |||
---|---|---|---|---|
Model 4 | Model 5 | Model 6 | Model 7 | |
Expression certainty | 0.17 ** | 0.13 ** | 0.23 *** | 0.19 *** |
Expression certainty 2 | −0.05 ** | −0.12 ** | ||
Controls | Y | Y | Y | Y |
AIC | 4221.5 | 4105.6 | 3741.8 | 3605.4 |
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Chen, Y.; Han, Q.; Lian, Z.; Zhu, W.; Jiang, Y. From Certainty to Doubt: The Impact of Streamer Expression Certainty on Consumer Purchase Behavior in Live-Stream E-Commerce. J. Theor. Appl. Electron. Commer. Res. 2025, 20, 138. https://doi.org/10.3390/jtaer20020138
Chen Y, Han Q, Lian Z, Zhu W, Jiang Y. 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. 2025; 20(2):138. https://doi.org/10.3390/jtaer20020138
Chicago/Turabian StyleChen, Yinjiao, Qianqian Han, Zhihua Lian, Weiming Zhu, and Yushi Jiang. 2025. "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 20, no. 2: 138. https://doi.org/10.3390/jtaer20020138
APA StyleChen, Y., Han, Q., Lian, Z., Zhu, W., & Jiang, Y. (2025). 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, 20(2), 138. https://doi.org/10.3390/jtaer20020138