Managing Perceived Uncertainty and Boosting Purchase Intention Through Live-Streaming Marketing Elements

Purpose – This study investigated the impact of live-streaming marketing elements on perceived uncertainty and purchase intentions. Live-streaming marketing elements examined include live-streamer competence, online traffic, information usefulness, and product scarcity. Methodology – The object of this study is businesses engaged in live-streaming commerce through both e-marketplace platforms and social media channels. A total of 418 respondents participated in the online survey. Data analysis was conducted using Partial Least Square-Structural Equation Modeling (PLS-SEM). Findings – Findings indicate that perceived uncertainty negatively affects purchase intentions, while live-streamer competence, information usefulness, and online traffic positively influence purchase intentions. Specifically, information usefulness reduces perceived uncertainty, whereas product scarcity increases perceived uncertainty. Originality – This study highlights the importance of addressing perceived uncertainty through effective live-streaming marketing elements to boost consumer purchase intentions. This study includes the dimension of product scarcity into the live-streaming marketing elements, based on the Yale Model, which has not been explored in prior research.