...Qian Wang; Xinlin Yao; Xixi Li; Ruihao Li Purpose Live streaming has emerged as a pivotal channel to boost sales, but few studies have simultaneously studied the effects of product, streamer and consumer factors on live streaming e-commerce (LSEC) sales. Our study draws on a heuristic-systematic...

...Simon Lee; Abdou Illia; Assion Lawson‐Body Purpose This study aims to adopt illusion of control and lateral consumer relationship in order to investigate their effects on price fairness in online auction and group buying context. These two variables have been known to have strong influences...