Live streaming has become an important approach for vendors to strategically promote their
products. This study aims to understand the entire process of live-streaming shopping …

Livestreaming e-commerce has emerged as a highly profitable e-commerce that has
revolutionized the retail industry, especially during the COVID-19 pandemic. However …

Previous studies have investigated how customer purchase intention is influenced by live
streaming. However, no study has investigated the effect of service marketing mix (7Ps) on …

Using visualizations of danmaku and word cooccurrence analysis, the current research
evaluates China's live-streaming travel industry by extracting live streamers' and customers' …

B2B livestreaming has become increasingly popular, but few studies have investigated the
role of streamers in these B2B livestreaming events. In contrast to the existing studies that …

In e-commerce live streaming, sellers choose the most suitable streamers to endorse their
products. The streamer introduces the main functions of the goods, organizes marketing …

Purpose The purpose of this paper is to identify the continuance usage of livestreaming
commerce. The proposed antecedents of livestreaming commerce continuance usage are …

While there have been numerous studies investigating the continuance intention to use
smartwatches, how this intention is influenced by customized and personalized affordances …

Purpose Nowadays, more and more Chinese consumers purchase luxury goods on live
streaming platforms. However, the existing literature rarely focuses on this emerging …

Extant research largely views employee creativity to be driven by individual characteristics,
contextual factors, and interactions between them. However, the role of social technologies …