Chen, zhenjiaoCenfetelli, R.Benbasat, Izak2019-01-032019-01-032019-01-08978-0-9981331-2-6http://hdl.handle.net/10125/59945Deriving from the existing research in the product uncertainty literature, we propose a new type of uncertainty that is an important predictor of purchase intention on e-commerce websites: lifestyle fit uncertainty. This uncertainty is distinct from uncertainties regarding description or performance, and targets the uncertainty that results from not knowing how much a product will help a customer reach their broader life goals and values. By integrating mean-ends chain of lifestyle (MECL) theory, socialized charismatic leadership (SCL) theory and product uncertainty theory, we explore how IT-mediated marketing service content of e-commerce live streaming mitigates lifestyle fit uncertainty. We also identify ICT-enabled information retrieval capabilities in live streaming platforms as moderators which regulates the effects of IT-mediated marketing service content on lifestyle fit uncertainty.10 pagesengAttribution-NonCommercial-NoDerivatives 4.0 InternationalSocial Shopping: The Good, the Bad, and the UglyInternet and the Digital EconomyE-commerce live streaming, ICT-enabled information retrieval capabilities, lifestyle fit uncertainty, online purchase intention.Conference Paper10.24251/HICSS.2019.610