Live streaming opens a new way for selling products, in which the streamer plays a leading
role. Whereas e-commerce live streaming has become ever-increasingly prevalent, how to …

Live streaming platforms such as Twitch and Periscope have become some of the most
popular synchronous social networking services. In order to attract viewers, streamers are …

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

Streamers are the individuals at the core of e-commerce live streaming (ELS), which is a
successful influencer marketing strategy. However, a systematic profile of ELS streamers is …

Live streaming social commerce, a booming branch of online retailing, has enabled online
retailers to interact with customers face to face, defying spatial restrictions. Recent research …

The virtual display of products in e-commerce brings new problems of information
asymmetry, and the overload of digital information also increases the difficulty of consumers' …

A significant characteristic of live streaming commerce is that popularity cues are tactically
created and utilized to improve product sales, as atmospheric cues. However, research on …

Today, live streaming selling has grown and pioneered sales opportunities for luxury
brands. Through a lens of influencer marketing and source credibility theory, this study …

Live streaming e-commerce has emerged as a novel online marketing model. Drawing upon
influencer marketing theory, this study examines the mechanisms through which influencers …

Purpose The purpose of this paper is to investigate what factors can affect people's
continuous watching and consumption intentions in live streaming. Design/methodology …