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

The rise of live streaming commerce has attracted attention from scholars and practitioners
as a new opportunity to reach consumers. However, few studies have focused on the role of …

Engaging customers and building loyalty are crucial for operators who embrace live
streaming. While previous research has identified many social and technical factors that …

The prominence of livestreaming within the business sector has been on the rise, yielding a
transformative impact on the retailing and service landscape. Livestreaming has evolved …

To reduce the negative impacts of the COVID-19 pandemic, local government officers
conducted live streaming to sell and endorse local products. Understanding factors and …

Live streaming e-commerce is a novel type of shopping that induces widespread instances
of emotional, impulse buying behavior: immediate purchases driven by strong emotional …

Firms recognize the increasing potential of digital services to enhance customer
engagement behaviors. Drawing on customer engagement and user gratification theory, two …

Live streaming allows streamers and viewers to watch, create, and share videos in real time
on topics from gaming, shopping, and social channels to tourism and entertainment. It is …

E-commerce livestreaming depends heavily on user engagement. However, the effect of
relational bonds (ie, financial bonds, social bonds, and structural bonds) on user …

The research intends to identify the predictors of impulsive hotel consumption behaviour
among tourism for live-streaming e-commerce context in Malaysia. The research also …