Managing Perceived Uncertainty and Boosting Purchase Intention Through Live-Streaming Marketing Elements

Wana Pramudyawardana Kusuma Negara (Universitas Dian Nuswantoro)
Tri Esti Rahayuningtyas (Universitas Dian Nuswantoro)
Widyatmoko Widyatmoko (Universitas Dian Nuswantoro)
An’nin Firnanda Mustofa Putri (Universitas Dian Nuswantoro)
Aurellia Benicta (Universitas Dian Nuswantoro)
Stivani Dima Octani (Universitas Dian Nuswantoro)
Teuku Abrar (University of Auckland)

Jurnal Organisasi Dan Manajemen
Vol. 21 No. 1 (2025)

Purpose – This study investigated the impact of live-streaming marketing elements on perceived uncertainty and purchase intentions. Live-streaming marketing elements examined include live-streamer competence, online traffic, information usefulness, and product scarcity. Methodology – The object of this study is businesses engaged in live-streaming commerce through both e-marketplace platforms and social media channels. A total of 418 respondents participated in the online survey. Data analysis was conducted using Partial Least Square-Structural Equation Modeling (PLS-SEM). Findings – Findings indicate that perceived uncertainty negatively affects purchase intentions, while live-streamer competence, information usefulness, and online traffic positively influence purchase intentions. Specifically, information usefulness reduces perceived uncertainty, whereas product scarcity increases perceived uncertainty. Originality – This study highlights the importance of addressing perceived uncertainty through effective live-streaming marketing elements to boost consumer purchase intentions. This study includes the dimension of product scarcity into the live-streaming marketing elements, based on the Yale Model, which has not been explored in prior research.