Live streaming commerce has experienced tremendous growth over the past few years.
Although research has increasingly investigated the phenomenon of live streaming as e …

Live streaming, a new form of social media, is growing explosively due to its real-time
interaction and new monetization model. Considering its popularity and unique features, it is …

Recently, live streaming has been becoming a new service provided by social commerce
platforms, enabling small sellers to sell products online. Compared with traditional electronic …

Purpose Gifting is a typical monetization strategy for live streaming platforms to motivate
providers' live content contribution. However, research regarding the factors that affect …

Building on the Uses and Gratification Theory (U>), a mixed-method approach was
employed to investigate the influencing mechanisms of different viewer-streamer …

In e-commerce live streaming, sellers choose the most suitable streamers to endorse their
products. The streamer introduces the main functions of the goods, organizes marketing …

Introduction In live streaming shopping, exploring the influencing mechanism of consumers'
participation is an important prerequi site for understanding consumer behavior in social …

With the intensification of competition, it is of great significance for businesses and platforms
to explore the formation and transformation mechanisms of deep consumer engagement …

As a new form of social commerce, live-streaming shopping (LSS) provides customers with
vivid real-time communication/interaction. However, there is limited research investigating …

This study investigates the effect of viewer engagement on gifting items to a streamer in a
live video streaming. Data were collected from AfreecaTV, a leading live video streaming …