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Understanding consumers’ live-streaming shopping from a benefit–risk perspective

Chunfeng Chen (School of Management, Guangdong University of Technology, Guangzhou, China)
Depeng Zhang (School of Management, Guangdong University of Technology, Guangzhou, China)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 17 April 2023

Issue publication date: 30 August 2023




The rapid development of live-streaming commerce has increased companies’ marketing effectiveness. While previous studies have explored the effects of its technical features on consumers, the effects of marketing-related factors remain unknown. This study aims to investigate the effects of the marketing elements of live-streaming commerce on consumers’ purchase intentions.


The research model is derived from the Yale model and the benefit–risk framework. To test the study hypotheses, data were collected through a questionnaire survey of 392 live-streaming shoppers and analyzed using SmartPLS.


The empirical results indicate that broadcaster competence and online crowding increase consumers’ perception of price attractiveness while reducing their perceived uncertainty. Information diagnosticity also reduces consumers’ perceived uncertainty. Furthermore, purchase intention is positively and negatively affected by perceived price attractiveness and perceived uncertainty, respectively. Finally, product scarcity moderates the relationships between broadcaster competence, online crowding, information diagnosticity, perceived price attractiveness and perceived uncertainty.


The study identifies the different marketing elements in live-streaming commerce and their effects on consumers’ value evaluations and purchase intentions. The findings provide comprehensive insights into the antecedents of live-streaming shopping and offer new perceptions and recommendations for practitioners.



This work was supported by National Natural Science Foundation of China (71972055; 71672044) and China Postdoctoral Science Foundation (2022M720835).


Chen, C. and Zhang, D. (2023), "Understanding consumers’ live-streaming shopping from a benefit–risk perspective", Journal of Services Marketing, Vol. 37 No. 8, pp. 973-988.



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