... 2026 © Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Impulse buying Live streaming commerce Parasocial relationships Perceived competition Social comparison Influencer marketing Fundação para a Ciência e a Tecnologia UIDB/00685/2025...

...) and experiential innovativeness (EI) relate to consumer trust in live streaming commerce (LSC). Design/methodology/approach Data were collected via an online survey of 495 Chinese consumers with prior LSC experience. Partial least squares structural equation modeling (PLS-SEM) was used to examine the proposed...

...Yan Danni Liang; Jihye Kim; Jeffery Bray; Lixia Cai Purpose This study investigates the mechanisms by which product-related and experiential factors influence consumer behaviour in live streaming commerce. Drawing on the Stimulus–Organism–Response (S-O-R) framework, the research explores how...

... 22 04 2026 25 04 2026 © Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Live streaming commerce Trust transfer Persuasion knowledge model Benevolence paradox Consumer skepticism Chinese consumers China is leading the retail...

...Jia Ding; Yijing Wang; Daniel Laufer Purpose In the dynamic arena of live streaming commerce, the influence of other viewers has surged to the forefront, marking a significant component of the social context. This study ventures into the interpersonal dynamics within live streaming commerce...

...Zhucheng Shao; Jessica Sze Yin Ho Purpose Faced with the challenges of rapidly evolving business environments, practitioners in live streaming commerce are increasingly integrating virtual technologies (i.e. virtual streamers) into their digital transformation strategies. Although virtual...

... at: liumengmeng@jxnu.edu.cn 05 06 2024 11 09 2024 23 10 2024 23 10 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Live streaming commerce Consumer perceptions Virtual streamers Psychological contract Emerging...

...Hailing Shi; Yaqi Wang; Xiaoya Gong; Fumin Deng Purpose This study aims to identify which types of information quality influence purchase intentions the most in live streaming commerce and to examine the role of network size in this context. Design/methodology/approach We propose a model...

... intention and WOM intention in live streaming commerce. The moderating effect of gender is also examined. Design/methodology/approach A self-administered questionnaire was completed by 429 live streaming commerce users in mainland China. Partial least squares structural equation modeling was used...

... and brands. Originality/value This research contributes unique insights into the live-streaming commerce industry using backend data from Live Streaming E-commerce platforms. The findings are more accurate based on market data than previous studies that relied on platform reviews or questionnaires...

...Wei Liu; Zongshui Wang; Ling Jian; Zhuo Sun Purpose This study applies parasocial relationship theory to identify the role of broadcaster characteristics in the highly interactive business setting of live streaming commerce. Design/methodology/approach A total of 401 online questionnaires were...

...Guoxin Li; Peiwen Tang; Jiao Feng Purpose This study aims to understand how different levels of streamer channels influence luxury brand sales in live streaming commerce. This study also seeks to understand the conditions under which luxury brands may benefit more from different level streamer...

...Zheshi Bao; Yan Zhu Purpose Live streaming commerce enhances shopping experience and reduces uncertainty. However, with increasingly fierce competitions, it has become a challenging task for live streaming commerce platforms to retain existing customers. The purpose of this study to explore...