... streamers and consumers. Drawing on the elaboration likelihood model (ELM), we investigate how central and peripheral route factors affect consumers’ trust building and purchase intentions. Additionally, we identify consumer involvement as a key moderator affecting the relationship between central route...

... interaction and viewer-viewer interaction on consumer trust and the subsequent impact of trust on consumers' purchase intention within the live streaming commerce context. Design/methodology/approach A survey questionnaire was conducted to collect data, and 403 experienced live streaming users in China...

... to answer RQ3 , we emphasize blockchain technology (Bhatia, 2020 ; Queiroz and Wamba, 2019). To answer these research questions, we use theories of impulse buying, trust-based marketing, swift trust, consumer trust, guilt and satisfaction as our theoretical underpinnings (Amos et al., 2014...