Live streaming has offered new opportunities for retailers to increase their sales, hence its
reception of continuous scholarly attention. However, understanding the antecedents of …

Live streaming commerce as a popular marketing method has attracted wide attention, but
little is known about why consumers continue to watch live streaming. To fill this research …

Purpose The purpose of this paper is to investigate what factors can affect people's
continuous watching and consumption intentions in live streaming. Design/methodology …

Live streaming opens a new way for selling products, in which the streamer plays a leading
role. Whereas e-commerce live streaming has become ever-increasingly prevalent, how to …

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 …

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 …

Live streaming social commerce, a booming branch of online retailing, has enabled online
retailers to interact with customers face to face, defying spatial restrictions. Recent research …

Live-stream is the real-time audio and video transmission of an event over the Internet.
Since a live-stream can also be interactive, it has some of the characteristics of a small …

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 …

Live streaming, a new form of social media, is growing explosively due to its real-time
interaction and new monetization model. Considering its popularity and unique features, it is …