The substantial growth of e‐commerce sales, driven by digital advancements, has enticed
brands to sell direct‐to‐consumers (DTC) online. Despite the growth of the DTC online retail …

The aim of this study is to consolidate the state of mobile commerce consumer research from
2001 to 2022. Based on a systematic literature review employing a bibliometric technique …

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 …

In the last few years, virtual streamers (ie, digital characters with human-like appearances)
have been heavily utilized in the field of livestream commerce. This work examines how …

Both in China and across the rest of the world, livestream shopping is developing at a
considerable rate. Non-transactional consumer engagement has been demonstrated to be …

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 livestreaming, the streamers (online sellers) are the core actors who promote deals
through their speech. Thus far, how the speech of streamers determines customers' …

China is not only the largest but also one of the fastest-growing live streaming markets
globally. In comparison to Western countries, Chinese viewers have a tendency to engage …

The emergence of live-streaming commerce has fueled the phenomena of impulse buying.
However, existing understanding of this phenomenon is relatively limited. In this study, we …

This study aimed to clarify two research questions:(1) How do perceptions of livestream
shopping differ between users and non-users across the United States (US), China, and …