...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...

...Nan Feng; Xin Liu; Yi Wu; Chenxing Jia; Changqing Dong Purpose Live streaming e-commerce (LSE) is proliferating and has attracted great interest from practitioners and researchers. However, it is still unclear that how the persuasive language affects consumers’ judgment that shapes purchase...

...Ruolin Ding; Xiayu Chen; Shaobo Wei; Jiawen Wang Purpose Live streaming e-commerce, which integrates real-time video interaction with online shopping, has quickly become a popular sales channel. It not only allows for immediate feedback but also builds a sense of trust and connection between...

...Zhong Du; Xiang Li; Zhi-Ping Fan Purpose In the practice of live streaming e-commerce, the consumer demand is usually uncertain, and the inventory and prices can be decided by brand owners or streamers. To this end, this study examines the inventory and pricing decisions of the brand owner...