Keywords: Live shopping marketplace
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Journal Articles
Qualitative Market Research: An International Journal 1–80.
Published: 02 June 2026
...Kypros Zantis Purpose Live-streaming commerce reshapes buyer–seller relationships, yet the relational mechanisms underpinning these dynamics remain undertheorized. Drawing on commitment–trust theory ( CTT ), the purpose of this study is to investigate how live shopping marketplace design...

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