... 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...

... participation and bond-based attachment. Originality/value This study is one of the earliest attempts to highlight the significance of viewer crowd and viewer-viewer interaction in promoting viewers’ behaviours in live streaming context. This study also indicates that viewer-viewer interaction can moderate...