... experts, gathers insights on how livestream backgrounds, product type and host style might shape consumer perceptions. Study 2 experimentally investigates the impact of the background on WtB. Study 3 tests the potential moderating impact of product type, as well as mediating roles of trustworthiness...

.... Receiving in-store m-WOM was perceived as helpful by webroomers and affected their preferences and choices. For electronics online reviews posted by anonymous customers were more influential than friends' opinions, whereas the opposite was the case with fashion accessories. The trustworthiness and expertise...

... little attention to trustworthiness, even though it has the potential of explaining customer engagement, brand loyalty and their relationships. Consequently, the purpose of this paper is to ascertain the drivers of customer engagement and its relationship with brand loyalty in the context of retail...

... in the trustworthiness of a new product brand and their purchase intention, which reflect two components of NPA. Findings – The results indicate that a strongly perceived FFI has a direct positive effect and, through perceived trustworthiness, an indirect effect on NPA. Those effects are moderated by the customers...