...Fangfang Hou; Zhengzhi Guan; Boying Li; Yueqiu Hu; Bosen Lin Purpose In live commerce, streamers act as a bridge between products and consumers, providing services that go beyond basic product information. Although scholarly interest in live commerce is growing, limited research has examined how...

...Qian Wang; Xixi Li; Xiangbin Yan Purpose Live commerce distinguishes itself from traditional social commerce by virtue of its unique capability to empower influencers with instant impression management via the live channel. Previous research has delved into the manner in which diverse...