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Cited by 14Digital Marketing and Social MediaConsumer Behavior and Marketing InfluenceConsumer Market Behavior and Pricing

The DOI matches its Crossref record; 67 of the 67 references it cites were found in a registry or an index.

Do nonlinear and interactive effects exist in live-streaming sellers’ disclosure of two-sided product information on consumers’ trust and purchase intention?

Jia, Minjiang·2024·Asia Pacific Journal of Marketing and Logistics
DOI 10.1108/apjml-01-2024-0101
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Abstract

Purpose: This study examines the inverted U-shaped relationship between a live-streaming seller’s disclosure of two-sided product information and consumers’ trust in the seller and product. It also explores the interaction between these two types of information disclosure and their impact on purchase intention in the live-streaming sales context. Design/methodology/approach: An e-questionnaire survey was conducted in China, followed by multiple regression and structural equation modeling analyses. Findings: The disclosure of both negative and positive product information is positively correlated with consumers’ trust in the seller or product but does not directly affect their purchase intention. Negative information disclosure neither enhances nor diminishes the positive impact of disclosing positive information on consumer trust. Practical implications: Live-streaming sellers (i.e. retailers or manufacturers) should disclose both positive and negative product information to form consumers’ trust toward them (or products) and enhance sales. Social implications: Live-streaming sellers often worry about the negative effects of excessive promotions or disclosure of positive or negative product information. However, these negative effects were not statistically significant. Originality/value: Since some researchers have found nonlinear effects of two-sided product information in other contexts, this study is the first to focus on the impact of live-streaming sellers’ disclosure of two-sided product information on consumers’ trust in the live-streaming sales context rather than on the information per se.

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  1. Hair, 2017, A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)

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Metadata

Authors
Jia, M.
Affiliations
Chengdu University , ,
ORCID
Jia, Minjiang
Venue
Asia Pacific Journal of Marketing and Logistics
Publisher
Emerald
Published
2024-05-07
Volume
36
Issue
11
Pages
2889-2906
ISSN
  • 1355-5855 (ISSN-L)
  • 1758-4248
DOI
10.1108/apjml-01-2024-0101
OpenAlex
W4396689893
Cited by
13
References
67
Citations by year
2026: 5 · 2025: 5 · 2024: 3
FWCI
9.36
Type
journal article
Language
en
Open access
closed
Locations
Asia Pacific Journal of Marketing and Logistics (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
Keywords
live streaming sales, seller trust, product trust, purchase intention, nonlinear effects, inverted U-shaped relationship, information disclosure, consumer trust

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