Although more and more ethnic minority group (EMG) users are willing to present cultural
content on live streaming platforms and advertise cultural products, the influence of their …

1. Introduction Unlike traditional social media platforms, online consumers using live
streaming platforms can have a real-time interaction with online merchants through the …

Based on the flow theory, this study examines how influencer characteristics and live
streaming features (interactivity, utility, entertainment, and harmony) affect the viewer's flow …

The COVID-19 pandemic has forced people to limit their physical interactions, which has led
to unprecedented growth in mobile health live streaming (MHLS). Such practices have been …

As media technologies and social platforms advance, users increasingly watch online
videos. This study applies the video highlight detection method and the elaboration …

Purpose The paper focuses on online younger viewers' motivation to purchase virtual gifts
on live-streaming platforms. To explore influencing factors, this study draws on the …

Live streaming shopping is revolutionizing the way that people shop, as it offers a
convenient and interactive shopping experience allowing customers to have real-time …

The" live streaming+ charity" model is a new model for China's philanthropy, accelerating
the new development of China's philanthropy, but there is still a relative paucity of research …

This study explores the influence of consumer emotions, specifically pleasure and arousal,
on the intention to use retail service robots. Through a survey of 323 people using an online …

With an estimated 2.4 million cases of foodborne illnesses recorded annually in the UK
alone, food safety has become a paramount concern among stakeholders. Modern …