What reduces product uncertainty in live streaming e-commerce? From a signal consistency perspective

E-commerce live streaming has become a popular emerging trend worldwide. However, as an obstacle to con-sumer decision-making, product uncertainty is still a concern in e-commerce live streaming contexts. Based on signaling theory and uncertainty literature, we propose that signal consistency can reduce product uncertainty and further facilitate consumers' purchase intention. Moreover, using a sample of 338 live shoppers, we find that anchor-product fit and live content-product fit negatively affect product quality uncertainty but not product fit uncertainty. Danmaku content-product fit and self-product fit negatively influence product quality uncertainty and product fit uncertainty. Product quality uncertainty positively affects product fit uncertainty, and product quality uncertainty and product fit uncertainty have significant negative effects on purchase intention. Addi-tional analyses suggest that four signal consistency cues and two product uncertainty can be combined in three causal configurations to induce high purchase intention. This study extends relevant theory and literature and guides management decisions for e-commerce live streaming sellers and platforms.