... Publishing Limited Licensed re-use rights only Live-streaming e-commerce Pricing power Agricultural product Farmer Consumer behavior Weiwei Wu can be contacted at: wuweiwei@hit.edu.cn Table 1 Related literature for this study Literature Agricultural products Live...

... the dual roles of the streamer as both advertiser and reviewer. Also, the interaction effect between streamer type and TSPD reveals new signaling sources in live-streaming e-commerce, enriching the application of the signaling theory. Wenyu Jiao can be contacted at: jiaowy@ustc.edu.cn...

...Shuaikang Hao; Ling Huang Purpose Live-streaming e-commerce (LSE) allows anchors to bring offline promotion skills to interact with consumers and persuade them to buy. However, how consumers respond to these communications remains unknown. This study examines the persuasive effect of different...