摘要在社交商务诞生之前， 因为在线渠道缺乏人性化和社会化线索以及客户参与不足等原因
制约了电子商务的发展。 本研究旨在探讨顾客参与直播营销对消费者购买意愿的影响 …

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 …

摘要直播电商具有时间资源稀缺的特征， 通常只持续几个小时时间。 根据心理抗拒理论，
本研究考虑感知急迫作为中介变量， 并将产品类型作为调节变量来探究直播电商的时间性稀缺 …

Live streaming commerce has been the mainstream of e-commerce in recent years.
Although live streaming research has gained interest, a holistic model explaining why …

In the emerging retail market, e-tailers operating in developing economies have to cope with
the rapid use of the Internet, new electronic purchasing methods and online selling …

Purpose This paper aims to examine how presence (the social presence of live streaming
platforms, of viewers, of live streamers and telepresence) affects consumer trust and flow …

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

Interactivity, which is a key characteristic of the live streaming commerce environment,
fosters users' active attitudes and behaviors in communications and transactions. However …

The purpose of this study is to investigate (1) if online celebrities can directly emotionally
influence consumers, and (2) if the other audiences of the same livestream can indirectly …

Live streaming has become an important means for tourism product marketing in the internet
age. However, from value-based marketing perspective, the value attributes and factors of …