PACIS 2022 Proceedings

Paper Number



In recent years, live streaming e-commerce has been rapidly developed. Despite the increasing body of research exploring factors associated with consumers’ purchase behavior during live streaming, existing findings remain largely fragmented. Building on match-up hypothesis and uncertainty literature, this study tends to investigate how anchor-product fit, live content-product fit, Danmaku content-product fit and self-product fit combined as causal configurations to reduce consumer perceived product uncertainty and promote consumer purchase behavior. This study will collect data through online questionnaires and analyze them with fsQCA. It is expected to contribute to the live streaming e-commerce literature and provide practical guidance for online sellers and platforms.


Paper Number 1464



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