Buyer behavior · 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
Information Technology and Management · 2022
Summary
Perceived diagnosticity is tested as a driver of purchase intention, with streamer type, product type, and brand awareness moderating effects.
For your marketing
Possible founder application
Use it as a behavioral mechanism or experiment-design reference, not a direct forecast for a SaaS funnel.
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.
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.
Scope and transfer
Limitations to keep in view
Scenario-based intention measures and bounded experimental stimuli limit prediction of actual live-commerce purchases.
Research sources
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.