摘要在社交商务诞生之前， 因为在线渠道缺乏人性化和社会化线索以及客户参与不足等原因
制约了电子商务的发展。 本研究旨在探讨顾客参与直播营销对消费者购买意愿的影响 …

Live streaming on social media has evolved into live streaming commerce (LSC), a subset of
electronic commerce that merges real-time social interaction with digital marketing. LSC is …

This work offers a multidisciplinary perspective on the Metaverse, focusing on its potential
implications for consumer behavior. We begin by proposing a conceptualization of the …

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 …

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

The purpose of this study is to investigate (1) if online celebrities can directly emotionally
influence consumers, and (2) if the other audiences of the same livestream can indirectly …

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

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 …

The rapid expansion of the eSports industry has attracted scholars' attention in recent years.
However, little research has investigated the evolution of the extant eSports literature. This …

Live streaming offers an unprecedented opportunity for content creators (broadcasters) to
deliver their content to consumers (viewers) in real time. In a live stream, viewers may send …