Social media live streams (SMLSs) are becoming mainstream e-commerce platforms,
especially for direct selling, offering online retailers (e-tailers) immense consumer interaction …

On the basis of the parasocial interaction and social presence that e-commerce livestream
marketing can create, this study used structural equation modeling and the bootstrapping …

Live streaming e-commerce is a novel type of shopping that induces widespread instances
of emotional, impulse buying behavior: immediate purchases driven by strong emotional …

Live streaming has become an important approach for vendors to strategically promote their
products. This study aims to understand the entire process of live-streaming shopping …

Purpose This article seeks to understand how live-streaming technology (ie interactivity and
effective use of live-streaming shopping's information presentation tool) impacts consumers' …

Livestream e-commerce has been developing at a tremendous pace in recent years. On
livestream platforms, such as Douyin, a retailer attracts viewers into the live room through …

After the outbreak of COVID-19, E-commerce lives streaming (ELS) has become popular as
a marketing tool to reduce spatial restrictions and control the spread. However, there are …

Purpose This study aims to investigate the factors driving viewers' purchase intention in live-
streaming by incorporating stimuli–organism–response (S–O–R) framework and …

The emergence of live-streaming commerce has fueled the phenomena of impulse buying.
However, existing understanding of this phenomenon is relatively limited. In this study, we …

In practice, many manufacturers not only utilize traditional e-commerce sales channels, but
also open live streaming sales channels to sell products. For the live streaming sales …