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 shopping has become increasingly popular in social commerce. Reviewing
recent research on live-streaming shopping, we find that most papers about this topic have …

Recent years have seen a shift in the online retail industry toward a greater emphasis on live
marketing. The growth of social media commerce on the internet demonstrates the …

As a new business model, live-streaming commerce has great commercial value. This study
used the stimulus–organism–response framework to explore the psychological mechanisms …

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

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 …

Livestream shopping has attracted great attention in an increasingly digitalized society. This
study is to explore the mechanism through which social presence and physical presence …

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 …

Both in China and across the rest of the world, livestream shopping is developing at a
considerable rate. Non-transactional consumer engagement has been demonstrated to be …

As part of new emerging eCommerce innovations, live streaming has started to gain lots of
attention in business world because of its potential capability to boost sales online. Enabling …