The fusion of live streaming and e-commerce is booming. However, it remains unclear how live streaming affects consumers’ purchase intention (PI) in online markets of clothes and cosmetics. On the basis of signaling theory and uncertainty literature, we propose broadcasters’ physical characteristics conveyed through vicarious product trials and values shared via instant interaction as two signals that can help reduce product uncertainty and cultivate trust for the consumers with similar physical traits and values. The analysis of survey and interview data largely supports the hypotheses. This research contributes to the literature of live streaming commerce, uncertainty literature, and signaling theory.

直播与电商的融合正在蓬勃发展。然而，目前尚不清楚直播如何影响消费者在服装和化妆品在线市场的购买意愿（PI）。在信号理论和不确定性文献的基础上，我们提出广播公司通过替代产品试验传达的物理特征和通过即时交互共享的价值作为两个信号，可以帮助减少产品的不确定性，并培养对具有相似物理特征和价值观的消费者的信任。调查和访谈数据的分析在很大程度上支持了这些假设。这项研究对直播商业、不确定性文献和信号理论的文献做出了贡献。