On the basis of the parasocial interaction and social presence that e-commerce livestream
marketing can create, this study used structural equation modeling and the bootstrapping …

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 …

The increasing popularity of live streaming selling on e-commerce platforms, along with the
expanding number of influencers. There are currently two primary categories of influencers …

In practice, many manufacturers not only utilize traditional e-commerce sales channels, but
also open live streaming sales channels to sell products. For the live streaming sales …

Virtual live shopping platforms (VLSPs) are an innovative form of intelligent shopping DSS
that offer brands novel opportunities to interact with customers. However, the impact of …

Owing to the rapid development of live-stream e-commerce, firms are selling their products
directly to consumers via live-stream (LS), a business practice known as LS selling. This …

With the increasing development of live streaming selling, it is important for retailers to
determine whether and how to introduce such channel. We develop a theoretical model to …

Live streaming selling is an emerging business mode to promote sales volume by
cooperation between the members in e-commence supply chains and the key opinion …

Existing research on live streaming commerce has explored consumers' responses to AI and
human broadcasters, respectively. However, it remains unclear whether there are …

Introduction In live streaming shopping, exploring the influencing mechanism of consumers'
participation is an important prerequi site for understanding consumer behavior in social …