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 …

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 …

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 …

Purpose This article seeks to understand how live-streaming technology (ie interactivity and
effective use of live-streaming shopping's information presentation tool) impacts consumers' …

Purpose Livestreaming, as a relatively new online marketing model, has generated
numerous business opportunities for e-commerce and social commerce. The purpose of this …

With the ever-growing popularity of live-streaming commerce, it is crucial for marketers to
understand how live-streaming contributes to sales. While prior studies mainly focused on …

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 …

The purpose of this paper is to present an integrated model for live streaming shopping
(LSS) to examine the antecedents and consequences of consumers' attitudes. Based on the …

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 …

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