Understanding consumers’ live-streaming shopping from a benefit–risk perspective

Purpose The rapid development of live-streaming commerce has increased companies’ marketing effectiveness. While previous studies have explored the effects of its technical features on consumers, the effects of marketing-related factors remain unknown. This study aims to investigate the effects of the marketing elements of live-streaming commerce on consumers’ purchase intentions. Design/methodology/approach The research model is derived from the Yale model and the benefit–risk framework. To test the study hypotheses, data were collected through a questionnaire survey of 392 live-streaming shoppers and analyzed using SmartPLS. Findings The empirical results indicate that broadcaster competence and online crowding increase consumers’ perception of price attractiveness while reducing their perceived uncertainty. Information diagnosticity also reduces consumers’ perceived uncertainty. Furthermore, purchase intention is positively and negatively affected by perceived price attractiveness and perceived uncertainty, respectively. Finally, product scarcity moderates the relationships between broadcaster competence, online crowding, information diagnosticity, perceived price attractiveness and perceived uncertainty. Originality/value The study identifies the different marketing elements in live-streaming commerce and their effects on consumers’ value evaluations and purchase intentions. The findings provide comprehensive insights into the antecedents of live-streaming shopping and offer new perceptions and recommendations for practitioners.