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 rapid popularity of live streaming promotes the emergence of a new business model
known as live streaming commerce. Due to high interactivity and rich-sensory stimuli, live …

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 …

The emergence of live-streaming commerce has fueled the phenomena of impulse buying.
However, existing understanding of this phenomenon is relatively limited. In this study, we …

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 …

Live streaming commerce, which evolved from social commerce, has continued to flourish
rapidly over the past few years in China. It is a new business model that allows vendors to …

With the proliferation of live streaming, there is evidence that online impulse buying is
becoming an emerging phenomenon. Although many studies have investigated impulse …

Responding to the call for more studies that dig deeper into the mechanism linking live-
streaming's (SC live-streaming) distinctive characteristics with impulsive buying behaviour …

Live streaming commerce has rapidly developed in recent years; however serious purchase
hesitation do exist at the final payment stage. Contrary to the previous studies focusing more …

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