Antecedents and mechanisms of perceived uncertainty and enjoyment on live streaming purchase intention

The use of live streaming, or real-time video, has replaced simple textual or graphic explanations in product presentation in e-commerce. Although Live streaming platforms and influencers have grown dramatically in China, 75.5% of the audiences watched live streaming for entertainment and relaxation, and only 44.2% of live streaming audiences watched live streaming for shopping (IiMedia Research, 2022). Watching live streaming seems to be hot, but live conversions are not, especially in the field of beauty industry. Audiences are unable to try the products in person, leading to uncertainty about online purchases. Previous literature on live streaming has mostly focused on the streaming strategy, customer engagement, or platform perspective when identifying the determinants of their purchase intention (He et al., 2023; Wang et al., 2022). Therefore, the aim of this research is to investigate the antecedents and mechanisms of perceived uncertainty and perceived enjoyment on live streaming purchase intention. First, supported by the U&G theory, the consumer’s motivation to engage in the live streaming ecommerce is related to influencer popularity, product information quality and limited time promotion. Secondly, TRA&TPB is applied to explain the mediate variables of perceived uncertainty and perceived enjoyment. Finally, the stimulus-organism-response (S-O-R) model is the underpinning theory of this research, supporting the integration of all variables. A total of 230 effective responses were available for analysis and hypothesis testing. SPSS version 26 and Structural Equation Modelling (SEM) using SmartPLS 3.3.9 were applied to analyze the collected data. Findings show that influencer popularity (IP) has a direct impact on live purchase intention (LPI), but product information quality (PIQ), limited time promotion (LTP) have no effects on LPI. Besides, IP, PIQ, LTP are effective stimuli to increase LPI through reducing perceived uncertainty (PU). In addition, IP and PIQ are also valid stimuli of perceived enjoyment (PE) to enhance live purchase intention. PE mediates the relationship between IP & LPI, and PIQ & LPI, respectively. But LTP has no effect on PE. PE failed to mediate the relationship between LTP & LPI. Finally, PIQ successfully moderates the relationship between IP & PU and IP & PE. This research offers empirical support for the deeper understanding of how IP, PIQ, LTP affect LPI through PU and PE. Additionally, it contributes to the current literature by establishing the mediators to solve the mixed findings of PIQ, LTP and LPI, respectively. It also provides evidence for the moderating effect of the PIQ on the relationship between IP & PU and IP & PE. This means ensuring the high-quality level of product information for the popular influencer can reduce uncertainty for audiences and increase their shopping experience satisfaction, thus increasing sales. Finally, the results of this research recommend that influencers should also distribute more time to explain the promotion rules and use the limited time promotion to increase audiences’ urgency to make a purchase.

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