Electronic Commerce Research and Applications 53 (2022) 101150

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Electronic Commerce Research and Applications

journal homepage: www.elsevier.com/locate/elerap

The dual-process model of product information and habit in influencing

consumers’ purchase intention: The role of live streaming features
Hao Chen , Haitao Chen *, Xiaoxu Tian
School of Management, Jilin University, Changchun, Jilin Province, China

A R T I C L E I N F O A B S T R A C T

Keywords: The increasing popularity of live streaming commerce has presented opportunity for sellers to generate revenue.
Live streaming commerce Despite the obvious advantages of live streaming commerce offers reduced product uncertainty and encourages
Dual-process theory usage habit formation, studies have overlooked their effect on consumers’ purchase intention. On the basis of
Product quality uncertainty
dual-process theory, this study proposes a research model with information signals mechanism and automatic
Product fit uncertainty
Habit
habit mechanism. An online survey with 401 samples from several live streaming platforms is conducted to
Purchase intention measure our model. Our results show that uncertainties in product quality and product fit have a significant
negative influence on the purchase intention, while automatic habit is positively associated with the purchase
intention. The result also indicates that habit moderates the relationship between product quality uncertainty
and purchase intention. In addition, live streaming features can activate the two mechanisms. Our findings
contribute to research by highlighting the importance of product information and habit.

1. Introduction
Live streaming commerce has gradually become the most promising
area with a great investment potential. An industry report (Iimedia,
2020) claims that the scale of China’s live streaming commerce market
increased from 133 billion yuan in 2018 to 433.8 billion yuan in 2019,
and it is expected to exceed a trillion yuan in 2021. Recognizing the
great benefits, various platforms are attempting to embed live streaming
into their industry to expand influence and attract customers. For
instance, Taobao, the first e-commerce platform to adopt live streaming
in China, has attracted 400 million users and helped vendors generate
more than 200 billion yuan in sales in 2019 (AliResearch, 2020).
The increasing popularity of live streaming commerce is inextricably
linked to its development on functional features of traditional social
commerce, where consumers may easily receive product information
and create a habit (Huang and Benyoucef, 2013, Bai et al., 2015, Farivar
et al., 2017). From the perspective of product information, live streaming
commerce transmits more information signals to further resolve the
issue of product uncertainty, which has been identified as a key obstacle
to online purchases (Dimoka et al., 2012). Product uncertainty has a
direct influence on consumers’ purchase intention (Kim and Krishnan,
2015). Traditional social commerce reduces product uncertainty by
adding features that create social functionality for a system to encourage
purchases (Bai et al., 2015), while live streaming commerce enables
consumers to obtain true and exact product information with stronger
real-time interactive effect using advanced information technologies,
such as real-time streaming transport and content delivery network (Sun
et al., 2019, Hu and Sohail, 2020). For example, consumers can know
whether a specific cloth looks good on them through a vicarious product
trial of a streamer instead of the earlier form of graphics and text. In
terms of habit, live streaming provides a better shopping experience and
infuses online purchases with deep emotional attributes. To attract
consumers to continue to watch, a streamer should present a positive
image and engaging content to offer enjoyment and fun (Park and Lin,
2020). Apart from the enjoyment, live streaming commerce also offers
convenience. Its channel allows for easy ordering of a specific product
and minimizes time and effort on searching and purchasing. Thus,
consumers gradually develop the habit of viewing broadcasts and get
tempted to buy (Hsu and Lin, 2015). Thus, how live streaming com­
merce increases purchase intention by simultaneously reducing con­
sumers’ perception uncertainty and forming a habit is worth exploring.
Moreover, what specific live streaming commerce features are driving
this dual impact?
Some studies have focused on the new phenomenon of live streaming
commerce. Extant studies have mainly identified predictors of purchase
intentions from IT, social, and hedonic perspectives (Xu et al., 2020, Sun

* Corresponding author at: School of Management, Jilin University, 5988 Renmin Street, Nanguan district, Changchun, PR China.
E-mail addresses: haochenQS@163.com (H. Chen), haitaochenjilin@163.com (H. Chen), xxtian20@mails.jlu.edu.cn (X. Tian).

https://doi.org/10.1016/j.elerap.2022.101150
Received 5 June 2021; Received in revised form 10 January 2022; Accepted 13 April 2022
Available online 21 April 2022
1567-4223/© 2022 Elsevier B.V. All rights reserved.
H. Chen et al.
Fig. 1. Comparison between traditional social commerce and live streaming commerce.
et al., 2019, Cai and Wohn, 2019, Hou et al., 2019). Only a few studies
have focused on the role of product information in influencing purchase
intention (Zhang et al., 2020, Park and Lin, 2020). Additionally, as live
streaming can stimulate continuous watching and promote consumption
through humor and product diversification (Hou et al., 2019), it is
necessary to examine the role of habit; however, earlier literature has
overlooked this issue despite habit being an influential antecedent to
predict behavioral intentions (Hsu and Lin, 2015). To fill the theoretical
gaps, our study examines how live streaming commerce features help in
reducing product uncertainty and forming habit to stimulate purchase
intention.
This study adopts the dual-process theory to explore both perspec­
tives. The theory advocates that the decision-making process in human
behavior is attributed to two reaction modes in the brain (Barrett et al.,
2004). One mode is the conscious process, where the brain rationally
analyzes information and makes a judgment. In the context of live
streaming commerce, consumers are thought to actively analyze product
information and generate a purchase intention based on an overall
judgment of product quality and fit. In this study, information signals
mechanism reflects the rational and logical demand-analytic process of
consumers (Evans, 2007). Apart from a conscious product information
processing system, consumers also experience an intuitive-heuristic
process in which the brain automatically decides by selecting the rele­
vant content directly from past experiences and memories without
inference or calculation (Kahneman and Frederick, 2005). As this pro­
cess is dominated by habit, automatic habit mechanism is considered
another important part of cognitive process in affecting purchase judg­
ment (Kahneman, 2003).
The study is presented as follows. Section 2 provides a theoretical
overview related to our study. Section 3 proposes a conceptual model
with hypotheses. Section 4 introduces the research method validated for
our conceptual model. Section 5 presents the results of model testing and
analysis. Finally, section 6 shows discussions and implications with the
limitations and suggestions for future research.
2. Literature review
2.1. Live streaming commerce and functional features
It is commonly acknowledged that social commerce draws customers
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Electronic Commerce Research and Applications 53 (2022) 101150
and promotes purchases in a more social and interactive way. Distinct
from e-commerce, it relies on a set of features created using new Web 2.0
technologies, such as the four-layer feature design structure of individ­
ual, conversation, community, and commerce proposed by Huang and
Benyoucef (2013). These features improve product quality and promote
business transactions, which cater to customers’ demand for product
information and usage habits (Bai et al., 2015, Farivar et al., 2017).
However, live streaming commerce better satisfies these needs as it uses
more technologies to implement synchronous communication between
sellers and consumers (Yu et al., 2018). Live streaming commerce is not
merely a subset of e-commerce but also closely related to social com­
merce (Wongkitrungrueng et al., 2020, Wongkitrungrueng and Assarut,
2020). Using video broadcasts and live chat, both sellers and consumers
can have social interaction with instantaneously images and sounds,
which stimulates consumption and further boosts revenue for sellers and
platforms (Chen and Lin, 2018, Wongkitrungrueng et al., 2020). It
generates a more interactive, immediate, and expansive channel for
consumers for shopping on websites or platforms (Quan et al., 2020).
Fig. 1 shows the purchase processes involved in traditional social
commerce and live streaming commerce. Both channels differ consid­
erably in terms of targeting, channel selection, and product search. In
traditional social commerce, consumers can obtain various product in­
formation such as relationship, user-generated content, and commu­
nities through social channels (Bai et al., 2015). Seeking a desirable
product, they engage in asynchronous communication to receive cues
and outline the product image (Kim, 2015). Instead, live streaming
commerce mainly employs synchronous communication technology and
offers a greater advantage in providing product information and pro­
moting usage habit.
In terms of product information, three new features, namely, real-time
communication, product interactivity, and perceived authenticity,
emerge from synchronous communication to make live streaming
commerce display novel functionality. Real-time communication makes
the live streaming platform more interactive in which there is two-way
transmission of information about the product (Hou et al., 2019). Con­
sumers search for and purchase products entirely through live video.
They can directly interact with sellers and get answers in real-time
instead of leaving the product page in order to contact sellers (Wong­
kitrungrueng and Assarut, 2020). Further, live streaming commerce
provides consumers with comprehensive product information and
H. Chen et al. Electronic Commerce Research and Applications 53 (2022) 101150

Table 1
Literature review on live streaming commerce.
Previous research Antecedents Outcomes Theoretical Research method Platform Considering
background product
information and
habit

Xu et al. (2020) • Streamer attractiveness • Consumption • SOR model • Survey • E-commerce • NA

• Para-social interaction (hedonic and platforms
• Information quality impulsive)
• Cognitive assimilation • Social sharing
• Arousal
Hu and Sohail (2020) • Bonds (financial, social, and • Consumer • SOR model • Survey • E-commerce • NA
structural) engagement platforms
• Affective commitment
Hou et al. (2019) • Interactivity • Continuous • Uses and • Mixed-methods • Live • NA
• Social status display watching gratification (semi-structured streaming
intention theory interview and platforms
• Consumption survey)
intention
Sun et al. (2019) • IT affordance (visibility, metavoicing • Purchase • Affordance • Survey • E- commerce • NA
and guidance shopping) intention theory platforms
• Immersion • SNS
• Presence (social presence and platforms
telepresence)
Yu et al. (2018) • Viewer engagement • Gift consumption • None • Regression • Live • NA
analysis streaming
platforms
Wongkitrungrueng • Sales approaches • Customer • None • Econometrics • SNS • NA
et al. (2020) • Sales strategies engagement analysis platforms
• Sales increase
Quan et al. (2020) • IT artifacts (relationship rewards, self- • Purchase • Para-social • Survey • E- commerce • NA
disclosure, affective interactivity, intention Interactions platforms
informative interactivity and amount Theory
of information provided) • Attractiveness
• Attraction (social, task and physical) Theory
• Para-social interaction
Su (2019) • Perceived interestingness • Attitude • Technology • Survey • E- commerce • NA
• Perceived usefulness • Behavior acceptance platforms
• Perceived ease of use intention model
• Social presence
• “Immersive” experience
Zhang et al. (2020) • live video streaming strategy • Purchase • Construal level • Quasi- • E- commerce • NA
• Psychological distance intention theory experiment platforms
• Perceived uncertainty
• Product type
Wongkitrungrueng • Perceived value (utilitarian, hedonic, • Customer • SOR model • Survey • SNS • NA
and Assarut (2020) and symbolic) engagement platforms
• Trust (products and sellers)
Cai et al. (2018) • Utilitarian motivations (interpersonal • Watching • Technology • Survey • E- commerce • NA
attractiveness, physical attractiveness, intention acceptance platforms
and liking streamer) model
• Hedonic motivations (usefulness, ease
of use, needing product, and liking
product)
Cai and Wohn (2019) • Enjoyment of interaction • Watching • Uses and • Survey • E- commerce • NA
• Substitutability of personal • Purchase gratifications platforms
examination theory
• Need for community
• Trend setting
Wang and Wu (2019) • Product interactivity • Attitude • Information • Survey • E- commerce • NA
• Communication immediacy • Intention foraging theories platforms
• Peer cues
• Product evaluation
• Serendipity
Zhou et al. (2019) • Presence of others • Gift sending • Social interaction • Econometrics • Live • NA
• Social competition theory analysis streaming
• Emotional stimuli • Arousal theory platforms
Park and Lin (2020) • Wanghong–product fit • Intention to buy • None • Survey • E- commerce • NA
• Live content–product fit platforms
• Source trustworthiness
• Source attractiveness
• Utilitarian attitude toward the live
content
• Hedonic attitude toward the live
content
• Self-product fit
This study • Live streaming commerce features • Survey • Yes
(continued on next page)

3
H. Chen et al.
Table 1 (continued )
Previous research Antecedents Outcomes
• Product quality uncertainty • Purchase
• Product fit uncertainty intention
• Habit
presentation in the video and peer cues in the chat room (Wang and Wu,
2019). Product appearance, performance, and other features can be
shown to consumers from all over. Streamers typically vicariously try
products through their own physical characteristics, persuading con­
sumers with comparable characteristics that the product is suitable for
them (Lu and Chen, 2021). Synchronization also generates perceived
authenticity. Streamers tend to constantly perform synchronous social
interaction with consumers to build trust (Park and Lin, 2020). Such
face-to-face interactions can greatly reduce consumers’ suspicion of
suppliers’ authenticity and increase the feeling of genuineness, which
weaken the perceived risk in the online environment (Sun et al., 2019).
Regarding usage habit, the business model and channels of live
streaming commerce capture two functional features: perceived enjoy­
ment and convenience of product search. The target is the main differ­
ence between traditional social commerce and live streaming commerce
(Park and Lin, 2020). Without a target product, most consumers engage
to watch live streaming. They enter a live room at random or choose
particular celebrities or influencers, then make a purchasing decision
based on their experience. The model of live streaming commerce is thus
evidently suitable for effectively engaging and entertaining consumers
because they can perceive more enjoyment from visual and auditory
sources, such as sense of humor from streamers or seeing celebrity/stars,
to bring about the fantasy and pleasure experience (Xu et al., 2020, Cai
et al., 2018). Their usage habit is gradually developed. Furthermore, live
streaming provides consumers with the convenience of product search.
They can instantly place an order when streamers recommend, thus
minimizing time and effort on searching and purchasing. Even if they
miss the product presentation, consumers can use the video review
function to select the live time of the intended product and purchase in
real time via its link.
Overall, the underlying differences between live streaming com­
merce and social commerce show the unique features in further
providing product information and promoting usage habit. To under­
stand the status of the new phenomenon, this study conducts a literature
review on earlier live streaming commerce studies. Currently, live
streaming commerce has three application scenarios (see Table 1),
including e-commerce platforms, live streaming platforms, and SNS
platforms, where studies have focused on the intention to use and con­
sumer behavior. This study finds that researchers have adopted diverse
theoretical frameworks to identify the antecedents of live streaming
behavior. For instance, the stimulus- organism-response model is
frequently used in explaining consumer engagement and consumption.
Researchers have suggested that trust, affective commitment, bonds,
and perceived value are the key determinants of live streaming usage
(Hu and Sohail, 2020, Wongkitrungrueng et al., 2020), while streamer
attractiveness, social interaction, and information quality are effective
for predicting consumption (Xu et al., 2020). Uses and gratifications
theory has also been used to explain how consumers’ mental states drive
continued use intention and purchase behavior (Cai and Wohn, 2019,
Hou et al., 2019). In addition to psychological factors, some studies have
investigated from the technical perspective. Based on the affordance
theory or technology acceptance model, they found a set of technical
factors such as perceived usefulness, perceived ease of use, and visibility
affordance (Sun et al., 2019, Su, 2019, Cai et al., 2018). Other classic
theories have also been applied to live streaming environment,
including information foraging theories (Wang and Wu, 2019),
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Electronic Commerce Research and Applications 53 (2022) 101150
Theoretical Research method Platform Considering
background product
information and
habit
• Dual-process • E- commerce
theory platforms
• SNS
platforms
construal level theory (Zhang et al., 2020), and para-social interaction
theory (Quan et al., 2020). However, the antecedents in the earlier
studies have still been primarily social, emotional, and technical.
Although some scholars have adopted the product perspective, the role
of usage habit has been overlooked (Zhang et al., 2020, Park and Lin,
2020). To systematically investigate the role of both product informa­
tion and habit in shaping consumers’ online purchases, this study adopts
the dual-process theory reviewed in the following section.
2.2. Dual-process theory
Given that human behavior is determined by the interplay of auto­
matic and controlled processing, the dual-process theory is ubiquitous in
social cognition and psychology (Barrett et al., 2004). According to the
theory, actions, thoughts, and feelings result from two different brain
systems in exogenous and endogenous forms of attention (Barrett et al.,
2004, Kahneman, 2003). One operations of system are relatively slow,
and the deliberative process shapes individuals’ behavioral decision
making (Armitage, 2015, Arnautovska et al., 2017). The conscious sys­
tem captures the importance of cognitive control that behavior is acti­
vated by motivation and occurs selectively in information processing
(Schneider and Shiffrin, 1977, Pashler et al., 2001, Evans, 2007). The
other system is fast and automatic, which reflects individuals’ uncon­
scious activity or intuition (Stanovich and West, 2000). This process is
usually dominated by habit, making it difficult to control or change
(Kahneman, 2003). An individual’s decision-making process controlled
by the conscious brain system is described as a demanding-analytic
reasoning mode (hereinafter mode 1), whereas it is an intuitive-
heuristic reasoning mode (hereinafter mode 2) under the unconscious
brain system (De Neys and Glumicic, 2008, Kahneman and Frederick,
2005, Evans and Over, 1996).
From the cognitive foundation of mode 1, consumer beliefs are
developed from salient information (Smith and DeCoster, 2000). In the
brain, a consumer would rationally integrate and process all product
information in an online environment. Specifically, such demanding-
analytic reasoning mode helps consumers calculate the resources they
obtain from product information based on logical standards. Thus,
consumers can make sensible judgments about the product and generate
purchase intention. Alternatively, mode 2 influences judgment through
automatic habit generated from prior knowledge or experience. When
consumers have a favorable experience with platform interaction, such
as perceived high enjoyment, convenience, and ease of use, they are
more satisfied and likely to present a positive affective state, resulting in
recurrent engagements with the system (Verhagen and Bloemers, 2018).
The level of automaticity gradually increases to create a positive
emotion in the long run and usage habit is then developed, leading to a
purchase behavior (Liu et al., 2018).
Furthermore, modes 1 and 2 not only operate independently but also
interact with each other (Locander et al., 2014). According to the de­
scriptions for decision-making modes provided by Salas et al. (2010), in
addition to each guiding behavior separately, two modes can achieve
seamless integration to work optimally. Specifically, mode 2 can be
considered an input while mode 1 acts as an “executive function” (Salas
et al., 2010). When individuals are aware of the intuitive feeling, their
deliberative behavior may be changed. Thus, mode 2 can be identified as
a moderator of mode 1, and the brain has the ideal state for making
H. Chen et al.
decisions when the two modes work together (Epstein, 2010).
The framework of dual-process theory has been demonstrated in
many fields, including mental control (Wegner, 1994), self-regulation
(Metcalfe and Mischel, 1999), emotion (van Reekum and Scherer,
1997), and behavior (Ohtomo and Hirose, 2007). Further, IS scholars
have started recognizing the value of dual-process theory on online
purchase. The combination of the two mechanisms is likely to explain
meaningful variance and expected to offer a comprehensive view of
shopping (Sierra and Hyman, 2011). For instance, Khan et al. (2020)
examined the motivation for performing online shopping in a multi­
screening phenomenon with a dual-process framework of self-
regulation. The dual-process theory is adopted in this study to reveal
consumers’ purchase decision in live streaming.
2.3. Product uncertainty and information signals mechanism
According to mode 1, consumer purchase decisions are based on the
rational analysis. In an online environment, the conscious brain system
functions to help consumers clearly and comprehensively understand
the product, thereby decide whether to purchase based on a standard
logic. In earlier studies on e-commerce that adopt this theory, infor­
mation influences, such as information depth and source expertise, have
been widely proposed as the mechanisms of conscious judgment (Filieri
et al., 2018, Filieri, 2015). Information influence is identified as cues for
consumers’ perception on quality and purchase (Gupta and Harris,
2010). Indeed, cues transmit information to consumers to help them
evaluate products when faced with information asymmetry (Wells et al.,
2011). From this perspective, a consumer purchase decision driven by
mode 1 is a signaling process in which they are able to analyze and judge
the product with less uncertainty. This study considers this process an
information signals mechanism. Moreover, product uncertainty is the
essence of this mechanism as it represents the difficulty faced by con­
sumers in evaluating true quality of products and predicting future
product performance (Dimoka et al., 2012).
Product uncertainty is one of the important factors that seriously
impede the purchases in online markets (Ghose, 2009). Studies have
proposed two facets of product uncertainty: description uncertainty and
performance uncertainty. However, this dimensional division equates
product uncertainty with the assessment of product attributes and
quality while ignoring consumers’ preference for a matching product
attribute (Hong and Pavlou, 2014). Before buying, consumers have ac­
curate information about their preferences, and their only challenge is to
find a product with the desired quality level, while product attributes are
just one aspect of evaluating their preferences. Hong and Pavlou (2014)
improved the theory with product fit uncertainty and product quality
uncertainty. Both product fit and product quality uncertainty describe
the results of a consumer obtaining and processing product information
in an online environment.
Product uncertainty creates a complex environment that leaves
consumers unaware of product quality and fit. Therefore, they are un­
able to assess whether the product meets their needs, and conscious
brain activity is inhibited. Instead, the reduction of product uncertainty
can significantly impact users’ online purchase (Kim and Krishnan,
2015). Studies have argued that the Internet’s technological limitations
exacerbate product uncertainty, because it cannot replicate consumers’
face-to-face interactions with the product (Koppius et al., 2004).
Scholars are therefore trying to create the need for IT-enabled solutions
to facilitate online transactions. For example, social commerce embeds
social elements by building social networks and relationships to produce
product-related resources such as product reviews and ratings, thus
helping consumers infer the product quality (Kirmani and Rao, 2000,
Grange and Benbasat, 2010). Further, live streaming commerce uses
synchronic technology to enable direct face-to-face interaction between
consumers and products. It mitigates the physical separation between
consumers and products to help them analyze whether the product
meets their needs. With smaller information bias between consumers
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Electronic Commerce Research and Applications 53 (2022) 101150
and physical products, the uncertainties related to product quality and
product fit are reduced to make purchase decisions (Suh and Lee, 2005,
Zhang et al., 2020). Consequently, this study considers information
signals mechanism reflecting the conscious process of dual-process
theory, which stimulates purchases by reducing the uncertainties
related to product quality and fit.
2.4. Automatic habit mechanism
Habit formation is another method for generating consumer pur­
chase intention. According to the intuitive form of mode 2, consumers
buy out of usage habit formation, which is described as an automatic
habit mechanism in this study. In the IS context, habit is also associated
with automatic behavior tendencies, referring to the “extent to which
people tend to perform behaviors (use IS) automatically because of
learning” (Limayem et al., 2007). In general, habitual behavior is an
automatic response to environmental stimuli. Specifically, habit with a
situational trigger drive individuals to unconsciously behave in a certain
manner, and they cannot clearly explain the trigger in hindsight (Polites
and Karahanna, 2012). Contrary to the conscious rational process, habit
is individuals’ behavioral preference that arises and proceeds uncon­
sciously, making it difficult to control and perhaps irrationally evaluate
the results (Aarts et al., 1998, Liao et al., 2006).
The core of automatic habit mechanism is the automatic response,
whose effect on individual beliefs and actual behavior in information
system has been examined in all aspects. Jeyaraj (2022) conducted a
meta-analysis on the role of habit and found that habit directly in­
fluences purchase intention (Limayem and Hirt, 2003, Hong et al.,
2011). The study also suggested that habit moderates the impact of
purchase intention. For instance, Farivar et al. (2017) examined the
biasing effect of habit and identified it as the moderator on the rela­
tionship between trust-risk and purchase intention in social commerce.
Similarly, habit may also be essential to live streaming commerce,
especially in its strong advantage in attracting consumers. When the act
of using live streaming is performed many times, people’s subsequent
behavior is increasingly controlled by the autonomous cognitive pro­
cess. Thus, people rely more on habit than on exogenous information or
strategic choices (Liao et al., 2006).
3. Hypotheses development
3.1. The role of live streaming features
Live streaming commerce adopts synchronous interaction technol­
ogy to create new functional features. These features provide consumers
with more product information and further solve product uncertainty
issue. Product information facilitates online purchases by providing
signals, through which consumers seek the most appropriate product to
meet their needs with the lowest uncertainty (Öğüt and Onur Taş, 2012).
On the one hand, signals indicate extrinsic and intrinsic cues that
describe product-related attributes (Richardson et al., 1994). Hence,
consumers can assess product quality and form a perception of how good
or awful a product is (Wells et al., 2011). On the other hand, experience
attributes can also be obtained through signals, which help consumers
determine how well they match the product (Hong and Pavlou, 2014). In
the context of live streaming, Zhang et al. (2020) also empirically proves
that shopping through live streaming detracts from consumers’
perception of uncertainty. Thus, the following hypotheses are proposed:
H1a. Real-time communication is negatively associated with product
quality uncertainty.
H1b. Real-time communication is negatively associated with product
fit uncertainty.
H2a. Product interactivity is negatively associated with product
quality uncertainty.
H2b. Product interactivity is negatively associated with product fit
uncertainty.
H. Chen et al.
Fig. 2. Research model.
H3a. Perceived authenticity is negatively associated with product
quality uncertainty.
H3b. Perceived authenticity is negatively associated with product fit
uncertainty.
Besides, live streaming commerce features are conducive to the
formation of consumer habit. Studies have found that adding more
enjoyment to system use can encourage users to engage more actively in
the system and gradually develop a strong habit (Turel and Serenko,
2012, Yang et al., 2016). Positive emotional stimulation brings pleasure
satisfaction, which helps users form memories of events or facts in their
minds faster and long-lasting (Sharot and Phelps, 2004, LaRose et al.,
2010). When consumers enjoy the virtual experience of watching and
buying in live streaming, they are more likely to repeat the behavior.
Convenience is also suggested to significantly influence habit. Chen
et al. (2019) believed that mobile phone systems have reduced the users’
cost of time and effort, leading to increased usage and habit formation.
The more convenience that consumers enjoy throughout the search and
purchase process, the higher is their perceived benefits and value (Kim
et al., 2018). A salient difference between traditional social commerce
and live streaming commerce is the shopping channel in which con­
sumers can easily find their desired products at the lowest price. Thus,
convenience of product search enhances the habit of using live
streaming.
H4. Perceived enjoyment is positively associated with habit.
H5. Convenience of product search is positively associated with
habit.
3.2. The effect of two mechanisms
Information signals mechanism describes how, in a live streaming
commerce environment, the conscious brain system motivates con­
sumers to buy. The mechanism is activated by the product information
transmitted through these features, thus reducing information asym­
metry. With reduced product information asymmetries, uncertainty
factors help overcome the barriers hindering consumers from con­
ducting online purchases (Hwang et al., 2013). As consumers can
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Electronic Commerce Research and Applications 53 (2022) 101150
perceive the product quality and become familiar with and evaluate
whether it meets their needs, their brains rationally analyze and
generate willingness to purchase according to mode 1 (Hong and Pav­
lou, 2014, Wells et al., 2011). Studies have also examined the effect of
product uncertainty on purchasing behavior. For instance, Kim and
Krishnan (2015) suggested the degree of product uncertainty to influ­
ence consumer choice of product purchase strategies. Thus,
H6. Product quality uncertainty is negatively associated with pur­
chase intention.
H7. Product fit uncertainty is negatively associated with purchase
intention.
Habit is a common antecedent in IS research and widely explained in
online behavioral intentions such as usage and user retention (Hsiao
et al., 2016, Liu et al., 2018, Jeyaraj, 2022). Furthermore, habit directly
and strongly predicts purchase (Hsu and Lin, 2015, Chiu et al., 2010).
The formation of habit weakens the need for decision-making informa­
tion and simplifies information selection strategies. As habitual behavior
is demonstrated in response to emotions, consumers are motivated to
purchase online as repetitive activity (Pahnila and Warsta, 2010, Polites
and Karahanna, 2012). Wang et al. (2015) proposed that users tend to
buy the products they have purchased in the past on mobile devices. In
the virtual world, Guo and Barnes (2011) also tested the positive effects
of habit on actual purchase behavior in a conceptual model. According
to mode 2, the following hypothesis is proposed:
H8. Habit is positively associated with purchase intention.
3.3. Moderated effect of habit
Based on dual-process theory, modes 2 and 1 can interact to work
together in decision making. As an input, mode 2 influences the oper­
ation of mode 1. Incorporating it in live streaming commerce, automatic
habit mechanism is considered to moderate information signals mech­
anism. When a behavior becomes a habit, it is performed automatically
and unconsciously (Ouellette and Wood, 1998). Once a habit is formed,
the conscious awareness of uncertainty can be effectively eliminated to
increase trust in the product and system (Locander et al., 2014). This is
H. Chen et al. Electronic Commerce Research and Applications 53 (2022) 101150

because consumers’ usage habits can reduce their need for rational Table 2
evaluation before making a purchase (Chiu et al., 2012). The conve­ Descriptive statistics of respondents (N = 401).
nience and enjoyment from features stimulate consumers to repeatedly Demographics Item Frequency Percentage
engage in live streaming, suppressing the demand for cognitive evalu­ (%)
ation of product quality and fit. They would purchase without additional Gender Female 255 63.6
rational thinking. Further, several studies have suggested that habit is Male 146 36.4
important for moderating the relationship between other variables and Age Under 20 21 5.2
purchase intention (Jeyaraj, 2022, Farivar et al., 2017, Limayem et al., 20–24 92 22.9
25–29 89 22.2
2007). It has been found to be effective in managing risk in online 30–39 98 24.4
purchases and reducing the impact of uncertainty on purchases. 40–49 74 18.5
Therefore, 50 or older 27 6.7
H8a. Habit will increase the influence of perceived quality uncer­ Education level Secondary school 40 10.0
or below
tainty on purchase intention.
Junior college 110 27.4
H8b. Habit will increase the influence of perceived fit uncertainty on Bachelor 209 52.1
purchase intention. Master’s 37 9.2
Based on these hypotheses, the theoretical model of this study is PhD 5 1.2
shown in Fig. 2. Monthly income (RMB) <1500 16 4.0
1500–2999 21 5.2
3000–4999 80 20.0
4. Methodology 5000–5999 84 20.9
6000–6999 71 17.7
4.1. Measures 7000–7999 42 10.5
Above 8000 87 21.7
LSS purchase frequency 1–3 104 25.9
All measurements of constructs in the theoretical model were (times per month) 4–6 122 30.4
derived from previous validated literature. The conceptual definitions of 7–9 103 25.7
constructs and their items are given in Appendix A. The items of real- More than 9 72 18.0
time communication were adapted from Hou et al. (2019) and Hus­ TSC purchase frequency 1–3 95 23.7
4–6 122 30.4
sain et al. (2021). Product interactivity was measured using the items 7–9 103 25.7
from Wang and Wu (2019) and Jiang and Benbasat (2007). Product More than 9 81 20.2
quality uncertainty and product fit uncertainty were assessed using the TSC purchase experience <6 months 94 23.4
perceived uncertainty scale (Hong and Pavlou, 2014). The items of 6 months–1 year 138 34.4
1–1.5 years 91 22.7
perceived enjoyment and habit were adapted from Turel and Serenko
1.5–2 years 57 14.2
(2012), while those of purchase intention were adapted from Sun et al. More than 2 years 21 5.2
(2019). All items were measured on a seven-point Likert scale, anchored Platform usage breadth 1 type 108 26.9
with 1- “strongly disagree” to 7- “strongly agree.” In terms of control 2 types 116 28.9
variables, we adopted the control variables proposed by Sun et al. 3 types 81 20.2
4 types 74 18.5
(2019), including age, gender, income, education level, live streaming
5 types 22 5.5
commerce purchase frequency (LSC purchase frequency), platform
usage breadth, traditional social commerce purchase frequency (TSC
purchase frequency), and traditional social commerce purchase fre­ streaming features with e-commerce platforms. As the originator of live
quency (TSC purchase experience). streaming commerce, Mogujie has been in business since March 2016
As English was not the dominant language in the research groups, the and consistently maintained live streaming shopping function. Apart
forward–backward translation method was used to design question­ from e-commerce, social networking platforms are also included. Weibo
naires to ensure error-free responses from the respondents. A bilingual is almost the largest social networking platform in China that embeds
Chinese–English speaker first translated all item statements into Chinese live streaming as a built-in function, attracting a substantial amount of
and two information systems research experts translated the statements consumer resources with the greatest use of social attributes in live
from Chinese back to English. Subsequently, a live streaming operator streaming commerce. Douyin, a famous short video social platform, also
and 15 consumers who shop on live streaming commerce platforms adds live streaming function. It has quickly become a major force in the
throughout the year were asked to check whether the translated items “battlefield” of China’s live streaming commerce through a series of
were easily understood. Meanwhile, five professors specializing in e- celebrity traffic. These platforms reflect live streaming features and
commerce research were invited to compare the differences between consumer purchase intention in general without being cross-impacted
Chinese and English documents. After confirming that there was no by user experience on different platforms (Sun et al., 2019).
significant difference between the versions, a pilot test was performed to We distributed online anonymous questionnaires on Credamo (www.
evaluate the quality of the questionnaire. Finally, the preliminary credamo.com), which is a professional research platform and recognized
questionnaire was sent to 30 college students and the actual data for its data quality by research institutions around the world. We
collection process was validated. adopted the accurate sample service on Credamo, which can filter the
samples through the sample feature setting function and specify the
4.2. Sample and procedures target population. Credamo randomly selected respondents who met the
inclusion conditions and strictly limited the number of responses per
To test the research model and hypotheses, data are collected using a platform to an average level. To further ensure the validity and quality
survey method. According to a literature review of live streaming of the responses, we first set up a prescreening question at the beginning
commerce and the sample group studied by Sun et al. (2019), consumers of the questionnaire that briefly introduced live streaming commerce
in several live streaming shopping platforms, involving e-commerce and asked respondents to select a particular option. Respondents were
platforms and social networking–related platforms, are considered then asked whether they had made a purchase in live streaming com­
target groups. It specifically considers Taobao, Pinduoduo, Mogujie, merce. If not, it would be treated as an invalid questionnaire and the
Weibo, and Douyin. Taobao and Pinduoduo, both with a large consumer answer would be terminated. In addition, we included the reverse items
base in China, are typical cases of successful integration of live to identify invalid responses. If the respondents gave similar answers in

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H. Chen et al. Electronic Commerce Research and Applications 53 (2022) 101150

Table 3
Reliability and validity of constructs.
Construct Item S.E. T-Value Loading CR Cronbach’s α AVE
***
Real-time communication RTC1 0.013 64.040 0.861 0.941 0.922 0.763
RTC2 0.009 103.061*** 0.908
RTC3 0.012 76.086*** 0.894
RTC4 0.012 77.290*** 0.896
RTC5 0.017 47.785*** 0.804
PIT1 0.016 55.477*** 0.861 0.920 0.878 0.696
Product interactivity PIT2 0.016 52.684*** 0.862
PIT3 0.015 55.599*** 0.857
PIT4 0.019 43.506*** 0.843
PA1 0.017 48.700*** 0.804 0.931 0.891 0.818
Perceived authenticity PA2 0.013 63.791*** 0.857
PA3 0.013 69.209*** 0.865
PA4 0.022 36.675*** 0.812
PA5 0.020 42.356*** 0.830
PE1 0.010 88.792*** 0.892 0.936 0.915 0.747
Perceived enjoyment PE2 0.013 69.480*** 0.885
PE3 0.012 74.908*** 0.891
PE4 0.016 52.183*** 0.843
PE5 0.022 35.993*** 0.805
CNV1 0.011 78.390*** 0.882 0.939 0.914 0.794
Convenience of product search CNV 2 0.009 103.083*** 0.916
CNV 3 0.012 74.999*** 0.880
CNV4 0.013 69.251*** 0.887
PQU1 0.010 89.892*** 0.882 0.946 0.924 0.814
Product quality uncertainty PQU2 0.008 112.649*** 0.903
PQU3 0.010 94.236*** 0.905
PQU4 0.010 94.790*** 0.917
Product fit uncertainty PFU1 0.015 54.363*** 0.806 0.918 0.889 0.692
PFU2 0.016 53.761*** 0.835
PFU3 0.013 64.023*** 0.858
PFU4 0.018 46.316*** 0.817
PFU5 0.016 51.260*** 0.841
Habit HAB1 0.011 82.421*** 0.884 0.931 0.888 0.818
HAB2 0.007 130.280*** 0.929
HAB3 0.013 71.174*** 0.898
Purchase intention PUI1 0.009 104.125*** 0.901 0.945 0.912 0.850
PUI2 0.005 197.534*** 0.948
PUI3 0.010 96.011*** 0.917

both categories, their questionnaire was classified as invalid. Finally, a
total of 497 questionnaires were answered, of which 401 is valid. The
collection time was from October 20, 2020, to November 15, 2020.
Table 2 presents demographics information of respondents. Overall,
63.6% of the participants was female (n = 255) and 36.4% male (n =
146). The ages of the respondents were evenly distributed between 20
and 49 years, and most had a bachelor’s degree (n = 209, 52.1%).
Furthermore, about one-third of the respondents buy products at TSC
and LSC 4–6 times a month, and majority have more than 6 months of
purchasing experience.
5. Data analysis and results
The data were analyzed with SPSS 22.0 and SmartPLS 3.8. SPSS was
responsible for the descriptive data analysis and the test of common-
method bias, while SmartPLS tested the theoretical model, first esti­
mating the reliability and validity of the measurement model and then
the relationship between variables of structural model (Wongkitrun­
grueng and Assarut, 2020).
5.1. Measurement model
The measurement model is validated through reliability and validity.
Reliability is assessed using three metrics: Cronbach’s α, composite
reliability (CR), and indicator loadings. Table 3 shows that both Cron­
bach’s α and CR are higher than 0.8 for all latent variables, reflecting a
high internal consistency reliability in our model (Nunnally and Bern­
stein, 1994). Regarding the indicator reliability, the loadings for all
items are above 0.7, which has reached acceptable threshold (Chin,
1998).

Table 4
Discriminant validity.
Construct M SD RTC PIT PA PE CNV PQU PFU HAB PUI

RTC 4.67 1.34 0.87

PIT 4.04 0.89 0.42 0.86
PA 4.53 1.19 0.58 0.54 0.93
PE 4.51 1.27 0.34 0.23 0.30 0.86
CNV 4.59 1.55 0.31 0.28 0.26 0.26 0.89
PQU 3.96 1.51 − 0.46 − 0.42 − 0.45 − 0.19 − 0.18 0.90
PFU 3.65 1.14 − 0.47 − 0.43 − 0.46 − 0.19 − 0.22 0.58 0.83
HAB 4.75 1.49 0.30 0.27 0.31 0.31 0.41 − 0.27 − 0.18 0.90
PUI 4.80 1.62 0.61 0.44 0.52 0.46 0.59 − 0.41 − 0.41 0.50 0.92

Note: RTC: Real-time communication; PIT: Product interactivity; PA: Perceived authenticity; PE: Perceived enjoyment; CNV: Convenience of product search; PQU:
Product quality uncertainty; PFU: Product fit uncertainty; HAB: Habit; PUI: Purchase intention.

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Fig. 3. Model testing results.

Validity is evaluated by both convergent and discriminant validity.

Based on the criterion proposed by Fornell and Larcker (1981), the
average variance extracted (AVE) for all constructs exceeds 0.5, indi­
cating adequate convergent validity. The AVE for all factors in Table 3
presents larger values, meaning that indicators in the model can be
largely accounted for by latent variable. Further, discriminant validity is
assessed by comparing the square root of the AVE of each construct with
the correlation coefficient with the other constructs (Fornell and
Larcker, 1981). Table 4 shows that the values in the diagonal black body
part (the square root of the AVE of all constructs) are greater than values
below the diagonal (the correlation coefficients), indicating a good
discriminant validity.
To reduce the likelihood of common-method bias derived from self-
reported data, we first conduct Harman’s single-factor test using SPSS.
Based on the principal component extraction method, factor analysis
with all items is conducted. The results show that there is more than one Fig. 4. Simple slope analyses (Perceived quality uncertainty).
principal component that does not account for most of the variance
(Podsakoff et al., 2003). As a single-factor test is not effective in some authenticity is negatively associated with product quality uncertainty (β
cases, a common-method factor in PLS environment is introduced to the = − 0.18, p < 0.01) and product fit uncertainty (β = − 0.20, p < 0.001).
model to further exclude CMB. After the standardization process pro­ These results support H1a to H3b. Moreover, perceived enjoyment (β =
posed by Liang et al. (2007), a common-method factor includes all in­ 0.22, p < 0.001) and convenience of product search (β = 0.36, p <
dicators of the principal constructs. Comparing the loadings of common- 0.001) significantly influence habit, supporting H4 and H5. Addition­
method factor with the substantive constructs, we could identify ally, product quality uncertainty (β = − 0.13, p < 0.01) and product fit
whether CMB would lead to a problem in the research (Williams et al., uncertainty (β = − 0.24, p < 0.001) are negatively associated with
2003). As shown in Appendix B, the average substantive factor loading is purchase intention, and habit (β = 0.41, p < 0.001) has significant
0.870, which is statistically larger than the average method factor impact on purchase intention, supporting H6 to H8.
loading (0.001). Additionally, most method factor loadings are insig­ Further, the results suggest that there is significant interaction be­
nificant. Thus, CMB is not a major issue in our research. tween habit and perceived quality uncertainty (β = 0.32, p < 0.001),
supporting H8a. However, it does not support H8b because the moder­
5.2. Structural model ated effect between habit and perceived fit uncertainty is not significant.
To further understand the moderated effect, a simple slope analysis is
Fig. 3 presents the results of the structural model. The results of path conducted (see Fig. 4). Specifically, habit has a positive effect on
analysis indicate that real-time communication significantly influences increasing purchase intention if perceived quality uncertainty is high.
product quality uncertainty (β = − 0.27, p < 0.001) and product fit With respect to the R2 values, product uncertainty factors, habit, and
uncertainty (β = − 0.27, p < 0.001); product interactivity has a signifi­ control variables explain 46% of the variance of purchase intention.
cant negative effect on product quality uncertainty (β = − 0.22, p < Real-time communication, product interactivity and perceived authen­
0.001) and product fit uncertainty (β = − 0.21, p < 0.001); perceived ticity explains 29% and 31% of the variance of product quality

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Table 5 receive signals to evaluate the quality of products and whether the
Indirect and mediating effects test. products’ attributes match their preference. Thus, information asym­
Constructs Indirect Effect (IV–M- Bootstrap 95%CI metry between consumers and products is substantially reduced, thus
DV) reducing the likelihood that they will suffer financial losses due to
IV M DV Path P- Percentile Bias corrected perceived quality differences.
coefficients Values The other finding relates to the human brain’s automatic mecha­
RTC PQU PUI 0.035 0.035 [0.008:0.072] [0.010:0.076]
nism. Consumers unconsciously enter the platform, watch a live
PIT PQU PUI 0.029 0.023 [0.007:0.056] [0.008:0.059] broadcast, and eventually generate purchase intention. Consistent with
PA PQU PUI 0.023 0.051 [0.003:0.052] [0.005:0.056] the logic of Turel and Serenko (2012), which describes that environ­
RTC PFU PUI 0.063 0.002 [0.030:0.108] [0.031:0.109] mental stimulation triggers habitual behavior, we found that the live
PIT PFU PUI 0.051 0.004 [0.021:0.089] [0.022:0.090]
streaming features of perceived enjoyment and convenience of product
PA PFU PUI 0.047 0.019 [0.013:0.092] [0.014:0.094]
PE HAB PUI 0.080 0.000 [0.045:0.121] [0.044:0.121] search cater to consumer preferences in live streaming. With IT affor­
CNV HAB PUI 0.131 0.000 [0.087:0.181] [0.087:0.181] dances support, consumers have many hedonic experiences from inter­
acting with live streaming system and for an interesting impression,
Note: RTC: Real-time communication; PIT: Product interactivity; PA: Perceived
authenticity; PE: Perceived enjoyment; CNV: Convenience of product search;
which motivates them to immerse in the virtual environment (Sun et al.,
PQU: Product quality uncertainty; PFU: Product fit uncertainty; HAB: Habit; 2019, Cai et al., 2018, Park and Lin, 2020). The feeling of pleasure exerts
PUI: Purchase intention. an imperceptible influence on consumers and finally forms habitual
dependence. Habit, on the other hand, arises from the convenience of
uncertainty and product fit uncertainty, respectively. Furthermore, the product search. Because live streaming commerce reduces the amount of
R2 of Habit is 0.21, indicating that about 21% of habit is explaining by time and effort taken to find the right price for a targeted product,
perceived enjoyment and convenience of product search. consumers are likely to perform live streaming shopping in daily cir­
cumstances compared with other arduous ways.
Furthermore, habit strengthens the effect of product quality uncer­
5.3. Post-hoc assessment tainty on purchasing intention. This result is consistent with the inter­
action postulate of the two mechanisms in the dual-process theory. The
Considering the possibility of the impact of each live streaming formation of habit can inhibit consumers’ need for rational evaluation
feature on consumer purchase intention through two mechanisms, we before purchases, thus eliminating the active awareness of judging the
conduct a mediating effect test using the bias-corrected accelerated quality of products. However, this factor is not applicable in the case of
bootstrap method of SmartPLS. Following the guidance of Sun et al. product fit uncertainty, as the moderating influence of habit is insig­
(2019), we assess the indirect paths between constructs. Table 5 presents nificant. Such a result may be related to the appeal of live streaming
the results of the mediating effect test that both product quality uncer­ commerce. It has been reported that almost 50% of products are
tainty and product fit uncertainty mediate the impact of real-time returned owing to poor fit or improper understanding of the product,
communication (β = 0.04, p < 0.05; β = 0.06, p < 0.01), product while live streaming commerce can dramatically reduce return rates
interactivity (β = 0.03, p < 0.05; β = 0.05, p < 0.01) and perceived with digital experience (Pana, 2021). When purchasing on live stream­
authenticity (β = 0.02, p ≈ 0.05; β = 0.05, p < 0.05) on purchase ing commerce, consumers may be more concerned about the degree of
intention, and that habit mediates the impact of perceived enjoyment (β product suitability, which leaves the conscious process insufficiently
= 0.08, p < 0.001) and the convenience of product search (β = 0.13, p < suppressed.
0.001). Additionally, the results of 95% CI from 5000 bootstrap samples
are statistically greater than 0 for all paths, supporting the aforemen­ 6.1. Theoretical implications
tioned relationship. Therefore, live streaming features influence pur­
chase intention through product uncertainty and habit. Our study provides several important theoretical contributions. First,
our study contributes to the literature on live streaming commerce by
6. Discussion developing a theoretical model that reveals how live streaming com­
merce affects consumers’ purchase intention from the perspective of
This study builds a research model based on the dual-process theory product uncertainty and habit. With the increasing trend and issues
to investigate what influences consumers’ intention generation in live involved in live streaming, many antecedents of consumer purchases
streaming commerce. We identified five live streaming features that including technical (Quan et al., 2020), hedonic (Wongkitrungrueng and
distinguish it from traditional social commerce and examined their Assarut, 2020), and interaction (Xu et al., 2020) are explored. Although
effectiveness on activating information signals mechanism of product some studies have focused on uncertainty, none is aware of the signifi­
uncertainty and the automatic mechanism of habit. Two findings were cance of both product information (product uncertainty) and automated
obtained from this study. The first is the role of information signals (habit) cognitive processing. Product uncertainty and usage habits are
mechanism in predicting purchase intention. This finding is consistent not only identified as two important factors in online purchases but also
with previous research on online markets that uncertainty directly af­ account for the rise of social commerce (Bai et al., 2015, Farivar et al.,
fects consumers’ purchase decision process (Hassan et al., 2013, Bai 2017). This study demonstrates that live streaming commerce improves
et al., 2015). In this process, information is the core element in a con­ purchase intention by employing synchronous interaction technology to
sumer’s belief in purchasing products and associated with their access to further minimize product uncertainty and build habit.
information about product performance and features. Consumers seek to Second, this study extends the dual-process theory. On the one hand,
satisfy their needs, but product uncertainty leads to a complex online dual-process theory is propounded as a viable explanation for con­
shopping process, whereas sellers can clearly display it through real- sumers’ purchases in live streaming commerce. The mechanisms of in­
time communication, product interactivity, and perceived authenticity formation signals and automatic habit, respectively, reflect consumers’
in live streaming. These live streaming features create a bridge for in­ conscious judgment and unconscious intuition on buying in live
formation transmission in virtual spaces, by which consumers can streaming, which reveals the “black box” between live streaming

10
H. Chen et al.
features and purchase intention. The proposed of these two mechanisms
make it meaningful to the explanatory power of the theory. On the other
hand, by identifying reduction in product uncertainty as a conscious
cognitive process, this study enriches dual-process theory in the e-
commerce context. Previous research has identified various information
influences that encourage adoption and purchase by delivering cues
(Filieri et al., 2018, Filieri, 2015). This study further broadens the field
by postulating quality and fit uncertainty as two factors that may lead to
the generation of purchase intention. Additionally, our findings confirm
the importance of interaction between two brain systems, which pro­
vides a new idea for future applications of the theory in e-commerce.
Third, this study also contributes to the literature on live streaming
commerce by exploring functional features that may activate con­
sumers’ cognitive system. Compared with traditional social commerce,
five features are identified and investigated for their impact in activating
the mechanisms of information signals and automatic habit that may
induce purchase intention. Specifically, perceived authenticity and
convenience of product search are proposed and conceptualized in the
context of live streaming commerce for the first time, providing addi­
tional insights into live streaming. Fourth, this study examines the role
of habit in directly influencing and moderating purchase intention in
live streaming commerce. It is found that habit can effectively facilitate
purchase. Meanwhile, our findings also indicate that habit can interact
with product uncertainty, whereas previous studies mainly focused on
the role of product uncertainty as a predictor in the purchase intention.
This study thus contributes to the literature on uncertainty by identi­
fying habit as a moderating variable.
6.2. Managerial implication
The study results offer insights into how practitioners, including
streamers and platform providers, can exploit information signals
mechanism and automatic habit mechanism activated by live streaming
commerce features to attract and retain consumers. First, our findings on
information signals mechanism demonstrate that consumer purchase
decisions are partly facilitated by a reduction in product quality and fit
uncertainty, which necessitates the creation and dissemination of more
information signals that allow consumers to assess the product. Three
live streaming commerce features are further found to activate the
mechanism. First, both real-time communication and product interac­
tion can significantly reduce consumer perception about product quality
and fit uncertainty, leading to purchase intention. Therefore, a practical
implication for platforms that have not yet adopted live streaming is to
consider technological means to further mitigate uncertainty problems.
For instance, they could start with the IT affordance proposed by Sun
et al. (2019) (i.e., visibility, metavoicing, and guidance shopping) and
provide product information and personalized services to help con­
sumers make purchase decisions. For platforms that already use live
streaming, the advantages of communication and interaction should be
expanded with richer IT artifacts. For example, platform providers may
add the product label function to the video interface, which would
instantly display the product name and parameters as the seller in­
troduces the product. Alternatively, they can implement a multi-
terminal and all-media live streaming mode by combining various
modern technology means (such as virtual background technology).
Further, for streamers, the feature of perceived authenticity suggests
that they can learn to improve their skills in guiding consumers or
respond positively and promptly to consumers’ questions to make them
feel noticed, which can dispel consumers’ doubts about suppliers’
authenticity and reduce the perceived risk in online shopping.
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Electronic Commerce Research and Applications 53 (2022) 101150
This study finds that automatic habit mechanism is responsible for
another part of driving force on purchasing. Consumers usually try
purchasing products in the repetitive activities of using live streaming
and gradually forming a habit. In other words, unconscious cognitive
processes lead to purchase. Similarly, two live streaming commerce
features are suggested to activate this mechanism. One of the features is
perceived enjoyment, which recommends streamers to provide high-
quality live streaming performance. The product presentation should
be interesting and perky. For instance, humor and interactive games can
be interspersed with product introductions to stimulate the atmosphere.
Streamers should improve language skills, terminology, and overall
style. Another feature of the convenience of product search also has
implications for businesses to manage consumer relationships and in­
crease profit. Consumers seek their desired products at the lowest
possible price in live streaming. More consumers can be attracted by
increasing the number of companies providing branded products with
precise types and ideal prices. Sellers thus should try to manage brand
companies and control the selection process.
6.3. Limitations and future research
Our study also has some limitations and provides ideas for future
research. First, in this study, data were collected from respondents from
several platforms in China, which may cause potential problems.
Therefore, future studies should focus on data to be generalized
worldwide where live streaming technology, cultural, and economic
conditions are different from this scenario. In addition, future research
should analyze the impact of live streaming features on consumer pur­
chases using more rigorous empirical methods, such as the natural
language processing technique, econometrics, and natural models (Sun
et al., 2020). Second, this study focuses on consumers, while sellers and
platforms are also an indispensable part of business activities (Wong­
kitrungrueng et al., 2020). Future research can adopt multiple views to
solve practical issues in live streaming. For instance, researchers can
extract two-dimensional variables from the text of consumer dialog
content and the seller’s video expressions to examine their impact on
purchase efficiency or discuss the equilibrium between sellers, con­
sumers, and platforms using game theory. Third, although our study has
addressed the gaps in the literature by considering product-related
factors and habit, live streaming features explain relatively limited
variances. Additional antecedents can be investigated to complement
the results of future study.
CRediT authorship contribution statement
Hao Chen: Conceptualization, Methodology, Investigation, Soft­
ware. Haitao Chen: Data curation, Supervision, Validation. Xiaoxu
Tian: Writing – review & editing.
Declaration of Competing Interest
The authors declare that they have no known competing financial
interests or personal relationships that could have appeared to influence
the work reported in this paper.
Appendix A
Table B1
H. Chen et al. Electronic Commerce Research and Applications 53 (2022) 101150

Table A1
Construct definitions and items.
Definitions/ Items Reference

Real-time Communication
The platform’s ability to provide near simultaneous two-way exchange of information from the sender to the receiver. (Hussain et al., 2021, Hou et al., 2019)
RTC1. Live streaming facilitates two-way communication between streamers (online sellers) and me.
RTC2. Live streaming facilitates concurrent communication between streamers (online sellers) and me.
RTC3. The streamer (online sellers) responds to my questions very quickly.
RTC4. I am able to obtain the information I wanted without any delay in live streaming.
RTC5. I feel I am getting instantaneous information in live streaming.
Product Interactivity
The extent to which individuals can acquire product information in a mediated environment. (Wang and Wu, 2019, Jiang and Benbasat,
PIT1. Live streaming allows me to acquire a wide variety of product features. 2007)
PIT2. Live streaming provides accurate information about the products.
PIT3. The experience on live streaming gives me as much as information about the product as I would experience in a store.
PIT4. I am able to interact with product in live streaming.
Perceived Authenticity
the perception of genuineness that causes individuals to perceive people, objects and environment of live streaming as real. (Wu and Hsu, 2018, Lee et al., 2020)
PA1. 1. I believe the relationships that have developed through live streaming are genuine.
PA2. I believe the people, events, and things within live streaming experience are genuine.
PA3. I believe the atmosphere within live streaming is genuine.
PA4. I believe the activities within live streaming environment are genuine.
PA5. Live streaming is a communication channel that allows more authentic communication between streamers (online sellers) and
me.
Perceived enjoyment
the extent to which the activity of using live streaming is perceived to be enjoyable in its own right. (Turel and Serenko, 2012)
PA1. Using live streaming is enjoyable.
PA2. Using live streaming is pleasurable.
PA3. Using live streaming is fun.
PA4. Using live streaming is exciting.
PA5. Using live streaming is interesting.
Convenience of Product Search
the perception of time and effort saved in the product search procedure, (Kim et al., 2018)
in the target live streaming.
CNV1. Finding a desired product via live streaming saves me time.
CNV2. Finding a desired product via live streaming involves little effort.
CNV3. Finding a desired product via live streaming is easy for me.
CNV4. Finding a desired product via live streaming reduces personal hassle.
Product Quality Uncertainty
the difficulty for consumers to predict how the product will perform in the future. (Hong and Pavlou, 2014)
PQU1. Based on the description of the product, I am sure if the product is genuine.
PQU2. I am concerned that the product would look different in real life from how it is looked on live streaming description.
PQU3. I am concerned that the product would not function as well as it is introduced on live streaming.
PQU4. I am certain that the product would perform as I expected it to perform.
Product Fit Uncertainty
the degree to which a consumer cannot assess whether a product’s attributes match her preference. (Hong and Pavlou, 2014)
PFU1. I am not certain the product would match my requirements.
PFU2. I am certain that the product would match my tastes.
PFU3. I am sure that the product would fit my preference.
PFU4. I am not certain the product with these characteristics is what I am looking for.
PFU5. I fear that product attributes (such as colour size, texture, style, type or content (whatever applies)) are not what I want.
Habit
the extent to which consumers tend to perform behavior of using live streaming automatically. (Turel and Serenko, 2012)
HAB1. Using live streaming has become automatic to me.
HAB2. Using live streaming is natural to me.
HAB3. When I want to purchase products, using live streaming is an obvious choice for me.
Purchase intention
The probability that consumers will buy a product or service in the future.
PUI1. I will consider live streaming as my first shopping choice.
PUI2. I intend to purchase products or services through live streaming. (Sun et al., 2019)
PUI3. I expect that I will purchase products or services through live streaming.

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Appendix B on Interactive Experiences for TV and Online Video. Association for Computing
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