Fig 1.
Research model.
Table 1.
Simulated live streaming marketing details.
Table 2.
Reliability and validity of constructs.
Table 3.
Discriminant validity.
Fig 2.
Structural model assessment results.
Table 4.
Assessment of the structural model.
Fig 3.
Abbreviations: UVU, utilitarian value uncertainty; HUV, hedonic value uncertainty; EEY, experiential efficacy; RCT, response cost; IOD, information overload; CRE, consumer resilience.
Table 5.
Moderation effect test.