Caught between data and drama

Exploring symmetrical and asymmetrical effects of information and emotion on e-commerce purchase

Datos Bibliográficos

ID21453124
AutoresWensheng Huang (Beijing Jiaotong University), Xiaochen Wang (0000-0002-3806-9180, Peking University), Catherine Prentice (0000-0002-7700-3889, University of Southern Queensland), Qianyao Zhang (Beijing Jiaotong University), Xiaomin Zhu (0000-0002-5199-0062, Beijing Jiaotong University), Runtong Zhang (0000-0003-0246-5058, Beijing Jiaotong University, autor de correspondencia)
Año2026
Páginas1-16
Fecha de publicación2026-03-09
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaBehaviour and Information Technology (JOURNAL)
Identificadores de la revistaISSN: 0144-929X • E-ISSN: 1362-3001
EditorialInforma UK Limited (PUBLISHER • GB)
DOI10.1080/0144929x.2026.2641597
OpenAlexW7134227460
IdiomaEN
Referencias citadas64

In live streaming commerce (LSC), fast-paced and fragmented information often drives consumers to conduct cross-platform searches through social networking services, increasing cognitive burden and decision difficulty. While prior studies mainly examine factors that promote purchase intention within single platforms, this study focuses on the inhibiting mechanisms that arise in cross-platform shopping contexts. Drawing on Social Support Theory, we use a mixed-method approach combining Partial Least Squares Structural Equation Modeling (PLS-SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA) to examine how insufficient informational and emotional support shapes consumer decisions. The results show that information overload and information conflict increase informational uncertainty, whereas situational anxiety and emotional fatigue heighten emotional ambiguity, both of which reduce purchase intention. Digital literacy alleviates information-related challenges, while utilitarian motivation buffers emotional ambiguity by encouraging goal-oriented decision-making. FsQCA further reveals multiple asymmetric configurations leading to high purchase intention. These findings extend Social Support Theory by highlighting the consequences of insufficient support in complex digital ecosystems and provide implications for improving information design and user experience in LSC

Affect (linguistics) · Feature (linguistics) · Perception · Perspective (graphical) · Consumer Behavior in Brand Consumption and Identification · Consumer Retail Behavior Studies · Media Influence and Health