Customer behavior and adoption · Empirical scenario/online experiment examining perceived diagnosticity with streamer, product, and brand-awareness moderators.
Impact of perceived diagnosticity on live streams and consumer purchase intention: streamer type, product type, and brand awareness as moderators
Dong Liu, Jing Yu (2022). Impact of perceived diagnosticity on live streams and consumer purchase intention: streamer type, product type, and brand awareness as moderators. Information Technology and Management. https://doi.org/10.1007/s10799-022-00375-7.
Plain-English take
Perceived diagnosticity is tested as a driver of purchase intention, with streamer type, product type, and brand awareness moderating effects. For your marketing: Use it as a behavioral mechanism or experiment-design reference, not a direct forecast for a SaaS funnel.
How much weight to give this
3.5/5 Moderate evidence for a specific setting
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Empirical scenario/online experiment examining perceived diagnosticity with streamer, product, and brand-awareness moderators.
Consumers evaluating live-stream shopping presentations across streamer/product/brand conditions.
Judged from the publisher-described design and comparison; consult the paper for complete analysis.
Publisher page and abstract were retrieved directly; full text was not assumed open.
Double-blind? Blinding was not established from the retrieved publisher record.
Research question
What the authors investigated
Does perceived diagnosticity of a live stream increase purchase intention, and under which moderators?
Design
Empirical scenario/online experiment examining perceived diagnosticity with streamer, product, and brand-awareness moderators.
Sample and setting
Consumers evaluating live-stream shopping presentations across streamer/product/brand conditions.
Reported result
What the study found
Perceived diagnosticity is tested as a driver of purchase intention, with streamer type, product type, and brand awareness moderating effects.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
Scope and transfer
Limitations to keep in view
Scenario-based intention measures and bounded experimental stimuli limit prediction of actual live-commerce purchases.
Possible founder application
Use it as a behavioral mechanism or experiment-design reference, not a direct forecast for a SaaS funnel.
Evidence access
Publisher record and abstract retrieved; consult the linked paper for full methods and tables.
Publisher-indexed title and abstract identify the empirical moderators and purchase-intention outcome. Direct publisher-page retrieval was recorded on 2026-10-09; this profile uses publisher metadata/abstract and does not claim independent review of unavailable full text.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.