Drawing upon the stimulus–organism–response framework, this study investigates
contextual and environmental stimuli effects (streamer attractiveness, para-social …

Live streaming opens a new way for selling products, in which the streamer plays a leading
role. Whereas e-commerce live streaming has become ever-increasingly prevalent, how to …

User stickiness is an important factor in the development of live streaming shopping
platforms, which describes the degree of users' attention to the platforms. Although some e …

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 …

Social media live streams (SMLSs) are becoming mainstream e-commerce platforms,
especially for direct selling, offering online retailers (e-tailers) immense consumer interaction …

Live-stream shopping is experiencing unprecedented growth. However, research in live-
stream commerce is in its infancy. The current study integrates uses and gratifications …

Purpose Live streaming commerce has grown rapidly in recent years. Although the way
streamers communicate with viewers is the key to influencing users' purchase behaviors …

The increasing popularity of live streaming commerce has presented opportunity for sellers
to generate revenue. Despite the obvious advantages of live streaming commerce offers …

Live streaming commerce has gained its popularity among consumers, as it creates a novel
environment to facilitate viewers to process product information and conduct related …

With the proliferation of live streaming, there is evidence that online impulse buying is
becoming an emerging phenomenon. Although many studies have investigated impulse …