Live streaming has offered new opportunities for retailers to increase their sales, hence its
reception of continuous scholarly attention. However, understanding the antecedents of …

隨著科技的進步, 利用網路進行消費已經成為現代人最主要的消費方式之一,
消費者能透過網站的方式, 即時了解產品及重要的資訊. 網路直播與觀眾間的溝通讓人感受到更 …

A novel function of live streaming is that viewers can send paid gifts to broadcasters. In
addition, viewers can engage with broadcasters by sending danmaku, a type of comment …

Drawing from the uses and gratification theory (UGT), the study intends to investigate
audiences' motivation to watch Livestream and its influence on subscription and donation …

The market size of live streaming on the Internet, in which the streamer earns profit by
prompting users to give virtual gifts through emotional labor, is getting bigger and bigger …

In the recent years, a number of audiences are watching channels through live streaming
platform, and the development of live-stream service has increased rapidly. As the …

Live streaming commerce has experienced tremendous growth over the past few years.
Although research has increasingly investigated the phenomenon of live streaming as e …

Based on the theory of planned behavior (TPB), the current study developed a model to
understand motivations and predictors of viewers' virtual gifting behaviors in online live …

Live streaming has emerged as a novel way for product sales, where the streamer plays an
important role. However, little is known about how the differences between artificial …