...Yan Liu; Wanxing Li; Qiang Wan; Xiangmeng Huang Purpose Live-streaming e-commerce is characterized by real-time interaction, namely, consumer-streamer interaction (CSI) and consumer-consumer interaction (CCI). Integrating uses and gratifications theory (UGT) and the Elaboration Likelihood Model...

...Jingnan Ju; Poh-Chuin Teo; Hamedi Adnan Purpose The burgeoning realm of live streaming for fresh agricultural products in China presents both opportunities and challenges, with anchor features emerging as a pivotal factor influencing audience purchase intent. This study examined the impact...

...Cong Cao; Chengxiang Chu; Xinyi Ding; Yangyan Shi Purpose As live streaming becomes a widely used online sales mode, previously content-centred anchors are attempting to switch to e-commerce live streaming. The purpose of this research was to explore the mechanisms that prompt consumers to stay...

...., 2020 ; Liu et al., 2023) and live broadcast features (Guo et al., 2021 ; Kang et al., 2021) affect consumer behavior intentions. The key insight of previous studies on sports e-commerce live streaming is that external stimuli play an important driving role in the formation...

...Shu-Chiung Lin; Hsiao-Ting Tseng; Farid Shirazi; Nick Hajli; Pei-Tzu Tsai Purpose Based on the stimulus-organism-response theory, this research constructs the influence of the stimulus factors of the live-streaming shopping environment on consumers' psychological situation. It then produces...

... types, whereas live streaming influencer matching non-high word-of-mouth reputation comprises elementary and groping types; and (3) all factors must be combined to play a role, and neutral permutations of two solutions were found among the three overall solutions to attain high word-of-mouth reputation...