Live streaming commerce and consumers' purchase intention: An uncertainty reduction perspective
Live streaming commerce and consumers' purchase intention: An uncertainty reduction perspective
Benjiang Lu,Zhenjiao Chen
2021 · DOI: 10.1016/J.IM.2021.103509
Information Manager (The) · 498 Citations
TLDR
Broadcasters’ physical characteristics conveyed through vicarious product trials and values shared via instant interaction are proposed as two signals that can help reduce product uncertainty and cultivate trust for the consumers with similar physical traits and values.