...Wenhua Shi; Shangyuan Li; Mingyao Hu; Jinxu Li Purpose The use of hyperbolic words such as “stunningly” and “oh my gosh” by streamers in e-commerce livestreams is popular. This strategy may impact consumer purchase behavior and is likely to prompt consumers to reflect on their decision-making...

...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...