...Jiangtao Chu; Ping Xiao; Wei Yang; Jiaming Ni Purpose Rapid expansion of apparel live-streaming e-commerce in China has been accompanied by phenomenal womenswear return rates, largely due to gaps between online fit expectations and offline try-on experiences. Drawing on information foraging theory...

...Yue Bicheng; Naimeng Liu; Bin Liu Purpose Choosing the proper selling format for online retail has long been a critical issue for many platforms to consider, whereas the emergence and popularity of live-streaming have had a massive impact on the platform's business. As a result, selecting...

...Chun-Ming Chang; Chiahui Yen; Szu-Yu Chou; Wen-Wan Lo Purpose This study aims to investigate the factors driving viewers' purchase intention in live-streaming by incorporating stimuli–organism–response (S–O–R) framework and extroversion–introversion personality perspectives. Design/methodology...