... is to examine the effect of government regulations on consumers' usage intentions of live streaming e-commerce by taking the Viya event as an example. Design/methodology/approach The authors consider both the positive effect of consumers' perceived benefits of the government regulations and the negative...

.... Originality/value This study guides future research by applying cue utilization theory to investigate the effects of two cues in live streaming. Findings offer practical implications for how live streaming cues affect viewers' attention allocation and purchase intention. Shasha Zhou can be contacted...

..., thus securing more profit. However, the spillover effect of live commerce and the horizontal differences between products will discourage the anchor from increasing the live streaming service level. Originality/value The study proposes the live commerce supply chain model where the anchor balances...