Abstract Generation Z (Gen Z), also known as digital natives, constitutes one‐third of the
world'population. Despite notable contributions and progress explaining Gen Z's behavior …

Live streaming on social media has evolved into live streaming commerce (LSC), a subset of
electronic commerce that merges real-time social interaction with digital marketing. LSC is …

There is growing evidence that visual complexity plays a crucial role in consumer purchase
behavior. However, existing research on background visual complexity's effect on …

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 is continuously becoming an important tool for destination marketing
nowadays. Despite that many destinations use live streaming to attract prospective tourists …

E-commerce live streaming has become a popular emerging trend worldwide. However, as
an obstacle to consumer decision-making, product uncertainty is still a concern in e …

This study develops and tests an integrated model of the social impact and customer value
theories to understand how gamification of mobile money payment could generate customer …

Travel live streaming (TLS) has become prolific on many social media platforms, yet the
topic has received limited academic attention. This paper uses an affordance lens to explore …

With the deep popularity of mobile Internet, the “eyeball economy” is more active than ever.
Driven by powerful modern media, livestreaming, as a new form of attracting public attention …

Given that tourism e-commerce live streaming has become an important driver of tourism
development after the outbreak of Covid-19 but limited attention has been paid to this area …