... The findings show that relationship selling positively influences parasocial interaction (PSI), which subsequently enhances viewers’ trust in the streamer. Trust significantly predicts gift-giving behavior. Moreover, self-congruence strengthens the relationship between PSI and trust, while gratitude positively...

...Chih-Hsuan Huang; Yuan-Chen Lin Purpose Hinged on the transformative service paradigm, this study investigates the relationships among employee acting, customer-perceived service quality, customer emotional well-being, and their value co-creation. Feelings of gratitude among customers may moderate...