Live streaming commerce as a popular marketing method has attracted wide attention, but
little is known about why consumers continue to watch live streaming. To fill this research …

This study investigates the effect of social media affordances (SMAs) on tourist destination
image formation from the technology affordances lens, and measures the mediating role of …

The rise of live-streaming e-commerce has attracted the wide participation of online
influencers, brands, and retailers. Live streamers offer a fresh shopping experience to …

Live streaming shopping, as a novel sales channel, has caught much attention from
researchers and practitioners. Its unique features, such as the commission rate, fixed fee …

E-commerce livestreaming depends heavily on user engagement. However, the effect of
relational bonds (ie, financial bonds, social bonds, and structural bonds) on user …

The research intends to identify the predictors of impulsive hotel consumption behaviour
among tourism for live-streaming e-commerce context in Malaysia. The research also …

Purpose Grounding the research in the stimulus-organism-resource (SOR) framework, this
study aims to address the research gap of explaining and predicting the relationship …

Purpose This study examines factors influencing viewers' impulse buying intention in live
streaming. The authors draw upon the value theory to theorize how the product (ie, local …

E‐commerce platforms provide sales channels for enterprises to exploit more markets.
Meanwhile, E‐commerce platform supply chain members are increasingly using live …

Purpose The purpose of this paper is to explore the effects of the background fitting of e-
commerce live streaming on consumers' purchase intentions and the relevant internal …