... of perceived credibility and perceived uncertainty. Specifically, the message sidedness of a key opinion leader-hosted LSE (KLSE), has a stronger impact than that of the store self-built LSE (SLSE). Originality/value This study enriches the live streaming e-commerce literature in two aspects. On the one...

...Xiayu Chen; Shaobo Wei; Ruolin Ding; Yanrui Li Purpose Based on uncertainty reduction theory, this study explores how perceived information transparency mitigates users' perceived uncertainty, which in turn influences their actual purchase behavior. In addition, the moderating effects of cultural...

...). A research model was developed based on perceived risk theory, prospect theory and perceived value theory. Prospect theory and perceived value theory provide the rationale for the relationships between perceived risk, perceived value, and acceptance intention. Perceived uncertainty-perceived risk...