Inside or outside: a study on the impact of the spatial location of Word-of-Mouth sources on adoption intentions in livestream commerce

Purpose This study aims to investigate how the spatial location of word-of-mouth (WOM) sources (Inside-stream vs. Outside-stream) influences consumers’ adoption intentions, as well as the underlying mechanism. It also examines the moderating role of livestream types (influencer vs. brand-self) in this process. Design/methodology/approach A research model was developed and tested through three experiments with 522 participants. Data were analyzed using a range of methods, including ANOVA, bootstrap mediation analysis, and simple effects analysis, among others. Findings The results confirm that Inside-stream WOM generates stronger adoption intention and social connectedness than Outside-stream WOM. Social connectedness mediates the effect of WOM source location on adoption intention, and livestream types moderate the relationships between source location, social connectedness, and adoption intention. Originality/value This study introduces the spatial dimension of WOM sources as a novel factor in livestream commerce. By distinguishing between Inside- and Outside-stream WOM, it not only reveals how source location shapes adoption intention through social connectedness but also extends Field Theory to livestream e-commerce. Furthermore, it identifies livestream types as a key boundary condition, offering a more comprehensive understanding for both theory and practice.