ArticlePloS one2025
Exploring the underlying mechanisms of customers' intention to adopt product recommendations from live streamers: A moderated mediation approach.
Article in PloS one, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
What it found
Each row is one number read from the abstract, on the scale the paper reported it, with its interval. Left of the dashed line favours the treatment, right favours the comparator. Under each row is the sentence it came from. New to these charts? A ten-minute tutorial.
The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
The trial behind it
Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
Neither the registry nor the abstract names a trial number. If this is a trial report, that itself is worth knowing.
Who cites it
0 citing papers in PubMed.
No citing paper in PubMed yet.
Corrections and comments
PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.
Authors and funding
2 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
Live streaming has emerged as one of the indispensable channels for product information dissemination. Product recommendations from live streamers play an increasingly important role in customers' purchasing decisions. Our study aims to understand the mechanism behind individuals' intention to adopt product recommendations in live streaming. To that end, we implemented a moderated mediation model to test the direct and indirect effects of perceived value on customers' intention to adopt product recommendations from live streamers, the mediating role of perceived credibility in the relationship between perceived value and adoption intention, the moderating role of sense of telepresence in the link between perceived value and perceived credibility, and the moderating role of self-identification in the association between perceived credibility and adoption intention. Results show that perceived credibility plays a partial intermediary role in the link between perceived value and adoption intention, sense of telepresence can positively predict perceived credibility but cannot significantly moderate the relationship between perceived value and adoption intention, and self-identification can positively buffer the association between perceived credibility and adoption intention, but negatively moderate the relationship between perceived value and adoption intention. This study advances theoretical research on product recommendations in the live-streaming context and provides practical inspiration for live streamers and managers of social commerce companies.
Indexed as
Identifiers
What OpenQuestion holds
Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.