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

Purpose Enhancing consumer engagement in e-commerce live streaming is critical for e-
commerce operators to build relationships and create consumer loyalty. Using the stimulus …

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 …

Live streaming e-commerce, as a kind of new information technology-based business
model, is currently the most popular marketing approach, especially in China. This research …

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

Live streaming commerce, which has led to the emergence of new forms of social commerce
called live streaming, has already improved the performance of many social commerce …

Purpose Live streaming commerce, a new form of social commerce where firms integrate
with broadcasters, community members and customers in live chat rooms for real-time …

Purpose The boom in livestreaming commerce (LSC) has brought significant changes to
social interaction methods. Understanding customer engagement in LSC is critical for online …

As a new form of social commerce, live streaming shopping is becoming increasingly
popular among Chinese consumers, which has aroused great interest among practitioners …

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 …