{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,24]],"date-time":"2026-04-24T16:07:30Z","timestamp":1777046850598,"version":"3.51.4"},"reference-count":61,"publisher":"MDPI AG","issue":"2","license":[{"start":{"date-parts":[[2025,6,9]],"date-time":"2025-06-09T00:00:00Z","timestamp":1749427200000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"National Natural Science Foundation of China\u2014Young Scientists Fund Project","award":["72402097"],"award-info":[{"award-number":["72402097"]}]},{"name":"National Natural Science Foundation of China\u2014Young Scientists Fund Project","award":["FJ2022BF036"],"award-info":[{"award-number":["FJ2022BF036"]}]},{"name":"National Natural Science Foundation of China\u2014Young Scientists Fund Project","award":["KYCX25_2466"],"award-info":[{"award-number":["KYCX25_2466"]}]},{"name":"National Natural Science Foundation of China\u2014Young Scientists Fund Project","award":["SJCX25_1132"],"award-info":[{"award-number":["SJCX25_1132"]}]},{"name":"Fujian Provincial Social Science Foundation","award":["72402097"],"award-info":[{"award-number":["72402097"]}]},{"name":"Fujian Provincial Social Science Foundation","award":["FJ2022BF036"],"award-info":[{"award-number":["FJ2022BF036"]}]},{"name":"Fujian Provincial Social Science Foundation","award":["KYCX25_2466"],"award-info":[{"award-number":["KYCX25_2466"]}]},{"name":"Fujian Provincial Social Science Foundation","award":["SJCX25_1132"],"award-info":[{"award-number":["SJCX25_1132"]}]},{"name":"Postgraduate Research &amp; Practice Innovation Program of Jiangsu Province","award":["72402097"],"award-info":[{"award-number":["72402097"]}]},{"name":"Postgraduate Research &amp; Practice Innovation Program of Jiangsu Province","award":["FJ2022BF036"],"award-info":[{"award-number":["FJ2022BF036"]}]},{"name":"Postgraduate Research &amp; Practice Innovation Program of Jiangsu Province","award":["KYCX25_2466"],"award-info":[{"award-number":["KYCX25_2466"]}]},{"name":"Postgraduate Research &amp; Practice Innovation Program of Jiangsu Province","award":["SJCX25_1132"],"award-info":[{"award-number":["SJCX25_1132"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>This study explores the impact of streamer expression certainty on consumer purchase behavior in live-stream e-commerce and its underlying mechanisms. Based on an empirical analysis of 3842 product live-stream data from the Douyin platform and an experimental study, the results show that streamer expression certainty has a significant inverted U-shaped relationship with consumer purchase behavior. Moderate expression certainty enhances consumers\u2019 purchase intention, while excessively high or low expression certainty weakens its effect. Furthermore, perceived competence and perceived warmth mediate this process. Moderate expression certainty enhances consumers\u2019 perceptions of the streamer\u2019s professionalism and sincerity, thereby promoting purchase behavior. However, overly high expression certainty may reduce perceived warmth, leading to decreased consumer trust. This study further reveals the key role of language style in live-stream e-commerce and provides practical insights for optimizing streamers\u2019 language strategies and improving live-stream effectiveness. The study\u2019s limitations and directions for future research are also discussed.<\/jats:p>","DOI":"10.3390\/jtaer20020138","type":"journal-article","created":{"date-parts":[[2025,6,9]],"date-time":"2025-06-09T04:23:02Z","timestamp":1749442982000},"page":"138","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":3,"title":["From Certainty to Doubt: The Impact of Streamer Expression Certainty on Consumer Purchase Behavior in Live-Stream E-Commerce"],"prefix":"10.3390","volume":"20","author":[{"given":"Yinjiao","family":"Chen","sequence":"first","affiliation":[{"name":"School of Management, Guangdong University of Science and Technology, Dongguan 523083, China"},{"name":"School of Business Administration, Macau Millennium College, Macau, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0009-0006-7214-577X","authenticated-orcid":false,"given":"Qianqian","family":"Han","sequence":"additional","affiliation":[{"name":"School of Business, Nanjing Audit University, Nanjing 211815, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Zhihua","family":"Lian","sequence":"additional","affiliation":[{"name":"School of International Business, Xiamen University Tan Kah Kee College, Zhangzhou 363105, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Weiming","family":"Zhu","sequence":"additional","affiliation":[{"name":"School of Business, Macau University of Science and Technology, Macau, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Yushi","family":"Jiang","sequence":"additional","affiliation":[{"name":"School of Economics and Management, Southwest Jiaotong University, Chengdu 611756, China"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2025,6,9]]},"reference":[{"key":"ref_1","first-page":"353","article-title":"Vertically versus horizontally differentiated information disclosure in travel live streams\u2013the role of sensory imagery","volume":"17","author":"Sun","year":"2022","journal-title":"J. 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