Exploring the underlying mechanisms of customers' intention to adopt product recommendations from live streamers: A moderated mediation approach.

ABSTRACT: Live streaming has emerged as one of the indispensable channels for product information dissemination. Product recommendations from live streamers play an increasingly important role in customers' purchasing decisions. Our study aims to understand the mechanism behind individuals' intention to adopt product recommendations in live streaming. To that end, we implemented a moderated mediation model to test the direct and indirect effects of perceived value on customers' intention to adopt product recommendations from live streamers, the mediating role of perceived credibility in the relationship between perceived value and adoption intention, the moderating role of sense of telepresence in the link between perceived value and perceived credibility, and the moderating role of self-identificat

SUBMITTER: Zhang L 

PROVIDER: S-EPMC11825015 | biostudies-literature | 2025

REPOSITORIES: biostudies-literature