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The role of live streaming in building consumer trust and engagement with social commerce sellers

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Cited by:

  1. Zhang, Cong & Pan, Siyu & Zhao, Yanhui, 2024. "More is not always better: Examining the drivers of livestream sales from an information overload perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
  2. Wang, Bin & Xie, Fengyuan & Kandampully, Jay & Wang, Jin, 2022. "Increase hedonic products purchase intention through livestreaming: The mediating effects of mental imagery quality and customer trust," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
  3. Zhai, Mengfan & Chen, Yuan, 2023. "How do relational bonds affect user engagement in e-commerce livestreaming? The mediating role of trust," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
  4. Qingfeng Zeng & Qian Guo & Wei Zhuang & Yu Zhang & Weiguo Fan, 2023. "Do Real-Time Reviews Matter? Examining how Bullet Screen Influences Consumers’ Purchase Intention in Live Streaming Commerce," Information Systems Frontiers, Springer, vol. 25(5), pages 2051-2067, October.
  5. Cai, Yajun & Wu, Yibin & Xue, Weili, 2024. "Social media retailing in the creator economy," Omega, Elsevier, vol. 124(C).
  6. Wu, Shuilong & Hu, Zekun & Li, You & Yuan, Yongna, 2024. "How brand familiarity affects green product purchase intention: The moderating role of streamers’ environmental knowledge," Technology in Society, Elsevier, vol. 77(C).
  7. Zhou, Chi & Yu, Jing & Qian, Yong, 2024. "Should live-streaming platforms nonexclusively promote brands from traditional retail platforms?," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
  8. Qian, Tyreal Yizhou & Seifried, Chad, 2023. "Virtual interactions and sports viewing on social live streaming platforms: The role of co-creation experiences, platform involvement, and follow status," Journal of Business Research, Elsevier, vol. 162(C).
  9. Jinying Li & Gukseong Lee, 2024. "The Role of Broadcasters and Brand Image in Improving Consumer Loyalty—Evidence From Live Streaming on Chinese Social Platforms," SAGE Open, , vol. 14(1), pages 21582440241, March.
  10. Guo, Yuanyuan & Zhang, Kexin & Wang, Chaoyou, 2022. "Way to success: Understanding top streamer's popularity and influence from the perspective of source characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
  11. Qiang Wang & Nenggui Zhao & Xiang Ji, 2024. "Reselling or agency selling? The strategic role of live streaming commerce in distribution contract selection," Electronic Commerce Research, Springer, vol. 24(2), pages 983-1016, June.
  12. Liao, Miyan & Fang, Jiaming & Han, Lintong & Wen, Ling & Zheng, Qiqi & Xia, Guoen, 2023. "Boosting eCommerce sales with livestreaming in B2B marketplace: A perspective on live streamers’ competencies," Journal of Business Research, Elsevier, vol. 167(C).
  13. Sirui Li & Jing Su & Ying Liu & Xianwei Shi & Jie Wang & Michael D. Lepech, 2024. "Digital retailing practices for triggering physical retailers’ bounce-back and bounce-forward performance against a great shock: evidence from the COVID-19 pandemic," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-15, December.
  14. Xu, Xiaoping & Yang, Yuanyuan & Zhang, Juzhi & Cheng, T.C.E., 2023. "Live streaming platform operations and coordination under the cap-and-trade regulation: Platform-enabled mode versus platform-agency mode," International Journal of Production Economics, Elsevier, vol. 260(C).
  15. Wang, Bin & Shu, Min & Liu, Yunyao & Xie, Fengyuan & Wang, Jin, 2024. "Who do you want to purchase with? The effect of naming strategy on consumer participation in online group purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
  16. Wu, Daoyou & Guo, Kun & He, Qiuyan & Zhang, Ju, 2023. "The impact of live streamers' improvisational responses to unexpected events on their entrepreneurial performance," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
  17. Hu, Hai-hua & Ma, Fang, 2023. "Human-like bots are not humans: The weakness of sensory language for virtual streamers in livestream commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
  18. Xiaojun Mai & Fauziah Sheikh Ahmad & Jiayi Xu, 2023. "A Comprehensive Bibliometric Analysis of Live Streaming Commerce: Mapping the Research Landscape," SAGE Open, , vol. 13(4), pages 21582440231, December.
  19. Wang, Ying & Lan, Jiahui & Pan, Jialing & Fang, Lin, 2024. "How do consumers’ attitudes differ across their basic characteristics toward live-streaming commerce of green agricultural products: A preliminary exploration based on correspondence analysis, logis," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
  20. Xu, Xiao-Yu & Gao, Ya-Xuan & Jia, Qing-Dan, 2023. "The role of social commerce for enhancing consumers’ involvement in the cross-border product: Evidence from SEM and ANN based on MOA framework," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
  21. Yang, Wenting & Govindan, Kannan & Zhang, Jiantong, 2023. "Spillover effects of live streaming selling in a dual-channel supply chain," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 180(C).
  22. Meng Tao & Faizan Alam & Eva Lahuerta-Otero & Chen Mengyuan, 2024. "Get Ready to Buy With Me: The Effect of Social Presence Interaction and Social Commerce Intention on S-commerce Live Streaming," SAGE Open, , vol. 14(1), pages 21582440241, March.
  23. Jiangbo Zou & Xiaokang Fu, 2024. "Understanding the purchase intention in live streaming from the perspective of social image," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
  24. Luo, Lijuan & Xu, Meiling & Zheng, Yujie, 2024. "Informative or affective? Exploring the effects of streamers’ topic types on user engagement in live streaming commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
  25. Yonghu Zhang & Yifeng Zhang, 2024. "The Influence of Digital Literacy on the Phenomenon of Deviation between Farmers’ E-Commerce Sales Willingness and Behavior: Evidence from Rural China," Sustainability, MDPI, vol. 16(7), pages 1-22, April.
  26. Na Zhou & Ke Jia & Han Song, 2023. "Design of live broadcast service outsourcing contract considering risk aversion and financial constraints," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 44(2), pages 848-857, March.
  27. Mengmeng Wang & Xue Fan, 2021. "An Empirical Study on How Livestreaming Can Contribute to the Sustainability of Green Agri-Food Entrepreneurial Firms," Sustainability, MDPI, vol. 13(22), pages 1-19, November.
  28. Arvind K. Tripathi & Young-Jin Lee & Amit Basu, 2022. "Analyzing the Impact of Public Buyer–Seller Engagement During Online Auctions," Information Systems Research, INFORMS, vol. 33(4), pages 1264-1286, December.
  29. Xie, Lei & Guo, Guangtao & Chen, Jiao, 2024. "Bundling products and service on influencer channels," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
  30. Fan, Xiaojun & Zhang, Lu & Guo, Xin & Zhao, Wenyu, 2024. "The impact of live-streaming interactivity on live-streaming sales mode based on game-theoretic analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
  31. Da, Yuwen & Gou, Qinglong & Liang, Chao, 2023. "Will self-gifting of streamers hurt unions? Analyzing the union’s compensation mechanism for a live streaming supply chain," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 177(C).
  32. Gao, Wei & Jiang, Ning & Guo, Qingqing, 2023. "How do virtual streamers affect purchase intention in the live streaming context? A presence perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
  33. Yang, Xiaolin & Gou, Qinglong & Wang, Xin & Zhang, Juzhi, 2022. "Does bonus motivate streamers to perform better? An analysis of compensation mechanisms for live streaming platforms," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 164(C).
  34. Lu, Wei & Ji, Xiang & Wu, Jie, 2025. "Retailer’s information sharing and manufacturer’s channel expansion in the live-streaming E-commerce era," European Journal of Operational Research, Elsevier, vol. 320(3), pages 527-543.
  35. Yun, Jeewoo & Lee, Don & Cottingham, Michael & Hyun, Hyowon, 2023. "New generation commerce: The rise of live commerce (L-commerce)," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
  36. Tan, Yee Heng & Greene, Barbara R., 2025. "Can a 2D shark girl be an influencer? uncovering prevailing archetypes in the virtual entertainer industry," Journal of Business Research, Elsevier, vol. 186(C).
  37. Niu, Baozhuang & Chen, Yuyang & Zhang, Jianhua & Chen, Kanglin & Jin, Yong, 2025. "Brands’ Livestream Selling with Influencers’ Converting Fans into Consumers," Omega, Elsevier, vol. 131(C).
  38. Xiangdong Shen & Junbin Wang, 2024. "How short video marketing influences purchase intention in social commerce: the role of users’ persona perception, shared values, and individual-level factors," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-13, December.
  39. Song, Chuling & Liu, Yu-li, 2021. "The effect of live-streaming shopping on the consumer's perceived risk and purchase intention in China," 23rd ITS Biennial Conference, Online Conference / Gothenburg 2021. Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world 238054, International Telecommunications Society (ITS).
  40. Xu, Xiaoping & Wang, Yuting & Cheng, T.C.E. & Choi, Tsan-Ming, 2024. "Should live broadcasting platforms adopt artificial intelligence? A sales effort perspective," European Journal of Operational Research, Elsevier, vol. 318(3), pages 979-999.
  41. Luo, Xi & Cheah, Jun-Hwa & Hollebeek, Linda D. & Lim, Xin-Jean, 2024. "Boosting customers’ impulsive buying tendency in live-streaming commerce: The role of customer engagement and deal proneness," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
  42. Hsuan-Chu Chen & Chun-Chia Wang & Jason C. Hung & Cheng-Yu Hsueh, 2022. "Employing Eye Tracking to Study Visual Attention to Live Streaming: A Case Study of Facebook Live," Sustainability, MDPI, vol. 14(12), pages 1-16, June.
  43. Wenjing Lyu & Ye Qi & Jin Liu, 2024. "Proliferation in live streaming commerce, and key opinion leader selection," Electronic Commerce Research, Springer, vol. 24(2), pages 1153-1186, June.
  44. Prarawan Senachai & Puthipong Julagasigorn, 2024. "Retail mix instruments influencing customer perceived value and customer engagement: a conceptual framework and research agenda," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
  45. Zhang, Shaoling (Katee) & Tang, Tanya (Ya) & Krallman, Alexandra, 2024. "Navigating livestream commerce: A dual-lens framework of influencers’ impact on product sales," Journal of Business Research, Elsevier, vol. 185(C).
  46. Ni, Shaowen & Ueichi, Hideo, 2024. "Factors influencing behavioral intentions in livestream shopping: A cross-cultural study," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
  47. Laradi, Sofiane & Alrawad, Mahmaod & Lutfi, Abdalwali & Agag, Gomaa, 2024. "Understanding factors affecting social commerce purchase behavior: A longitudinal perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
  48. Ye, Fei & Ji, Li & Ning, Yu & Li, Yina, 2024. "Influencer selection and strategic analysis for live streaming selling," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
  49. Zheng, Shiyong & Chen, Jiada & Liao, Junyun & Hu, Hsin-Li, 2023. "What motivates users' viewing and purchasing behavior motivations in live streaming: A stream-streamer-viewer perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
  50. Ping Xie & Ruixia Shi & Di Xu, 2025. "Retailer service strategy on livestreaming platforms considering free riding behavior," Annals of Operations Research, Springer, vol. 344(2), pages 647-677, January.
  51. Linye Ma & Shuqing Gao & Xiaoyan Zhang, 2022. "How to Use Live Streaming to Improve Consumer Purchase Intentions: Evidence from China," Sustainability, MDPI, vol. 14(2), pages 1-20, January.
  52. Zhang, Shengliang & Guo, Dinghao & Li, Xiaodong, 2023. "The rhythm of shopping: How background music placement in live streaming commerce affects consumer purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
  53. Juliana Norizan & Syukrina Alini Mat Ali & Mohd Fikri Ishak, 2023. "The Factors Affecting Consumer Purchase Intention through Social Commerce – A Concept Paper," Information Management and Business Review, AMH International, vol. 15(4), pages 381-386.
  54. Sirui Li & Ying Liu & Jing Su & Litao Duan & Hui Fu, 2024. "Men resist men: streamer-consumer gender match for advertising the functional benefits of heterogeneously priced utilitarian products," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-13, December.
  55. Qian, Tyreal Yizhou & Matz, Robbie & Luo, Lei & Xu, Chenglong, 2022. "Gamification for value creation and viewer engagement in gamified livestreaming services: The moderating role of gender in esports," Journal of Business Research, Elsevier, vol. 145(C), pages 482-494.
  56. Yanyan Wu & Hongqing Huang, 2023. "Influence of Perceived Value on Consumers’ Continuous Purchase Intention in Live-Streaming E-Commerce—Mediated by Consumer Trust," Sustainability, MDPI, vol. 15(5), pages 1-19, March.
  57. Zhang, Tao & Tang, Zhongjun, 2023. "Should manufacturers open live streaming shopping channels?," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
  58. Muhammad Umair Wattoo & Syed Muhammad Javed Iqbal, 2022. "Unhiding Nexus Between Service Quality, Customer Satisfaction, Complaints, and Loyalty in Online Shopping Environment in Pakistan," SAGE Open, , vol. 12(2), pages 21582440221, May.
  59. Alzaidi, Maram Saeed & Agag, Gomaa, 2022. "The role of trust and privacy concerns in using social media for e-retail services: The moderating role of COVID-19," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
  60. Chaoyong Qin & Xinyu Zeng & Shichang Liang & Ke Zhang, 2023. "Do Live Streaming and Online Consumer Reviews Jointly Affect Purchase Intention?," Sustainability, MDPI, vol. 15(8), pages 1-19, April.
  61. Zhang, Yanfen & Xu, Qi, 2024. "Consumer engagement in live streaming commerce: Value co-creation and incentive mechanisms," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
  62. Ma, Xiangyang & Ren, Jiawen & Lang, Xiaoping & Yang, Ziyang & Li, Tieshan, 2024. "The influence of live video hosts' speech act on purchase behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
  63. Minqin Yi & Ming Chen & Jilang Yang, 2024. "Understanding the self-perceived customer experience and repurchase intention in live streaming shopping: evidence from China," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-13, December.
  64. Peter L. Borland & Kevin McDonnell & Mary Harty, 2023. "Assessment of the Potential to Use the Expelled Heat Energy from a Typical Data Centre in Ireland for Alternative Farming Methods," Energies, MDPI, vol. 16(18), pages 1-32, September.
  65. Chen, Xiayu & Shen, Junya & Wei, Shaobo, 2023. "What reduces product uncertainty in live streaming e-commerce? From a signal consistency perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
  66. Wenkun Zhang & Yanan Wang & Tao Zhang, 2021. "Can “Live Streaming†Really Drive Visitors to the Destination? From the Aspect of “Social Presenceâ€," SAGE Open, , vol. 11(1), pages 21582440211, March.
  67. Chen, Qiuyan & Yan, Xin & Bian, Yiwen & Han, Xiaohua, 2025. "Live streaming channel and product assortment with both national and store brand products," Omega, Elsevier, vol. 131(C).
  68. Wang, Dongyi & Luo, Xin (Robert) & Hua, Ying & Benitez, Jose, 2023. "Customers’ help-seeking propensity and decisions in brands’ self-built live streaming E-Commerce: A mixed-methods and fsQCA investigation from a dual-process perspective," Journal of Business Research, Elsevier, vol. 156(C).
  69. Lo, Pei-San & Dwivedi, Yogesh K. & Wei-Han Tan, Garry & Ooi, Keng-Boon & Cheng-Xi Aw, Eugene & Metri, Bhimaraya, 2022. "Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis," Journal of Business Research, Elsevier, vol. 147(C), pages 325-337.
  70. Ji, Guojun & Fu, Tianyu & Li, Shuhao, 2023. "Optimal selling format considering price discount strategy in live-streaming commerce," European Journal of Operational Research, Elsevier, vol. 309(2), pages 529-544.
  71. Zhen, Xueping & Wang, Ping & Li, Xinran, 2024. "The Streamer's sales strategy choice considering sales effort," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
  72. Zheng, Run & Li, Zhuyuan & Na, Sanggyun, 2022. "How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer's perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
  73. Liu, Zilong & Li, Jianing & Wang, Xuequn & Guo, Yiru, 2023. "How search and evaluation cues influence consumers’ continuous watching and purchase intentions: An investigation of live-stream shopping from an information foraging perspective," Journal of Business Research, Elsevier, vol. 168(C).
  74. Ong, Ardvin Kester S. & Mendoza, Mary Christy O. & Ponce, Jean Rondel R. & Bernardo, Kent Timothy A. & Tolentino, Seth Angelo M. & Diaz, John Francis T. & Young, Michael N., 2024. "Analysis of investment behavior among Filipinos: Integration of Social exchange theory (SET) and the Theory of planned behavior (TPB)," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 654(C).
  75. Kah Yi Leong & Jessica Sze Yin Ho & Shehnaz Tehseen & Eiad Yafi & Tat-Huei Cham, 2024. "The intangible values of live streaming and their effect on audience engagement," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(4), pages 990-1005, December.
  76. Xinqiang Chen & Jiangjie Chen & Zhiwen Cai, 2024. "Mukbang Live Streaming Commerce and Green Agri-Food Products Consumption: Exploring the New Dynamics of Consumer Purchasing Decisions," Agriculture, MDPI, vol. 14(11), pages 1-19, October.
  77. Tong, Xinjia & Chen, Yuangao & Zhou, Shasha & Yang, Shuiqing, 2022. "How background visual complexity influences purchase intention in live streaming: The mediating role of emotion and the moderating role of gender," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
  78. Sergio Barta & Raquel Gurrea & Carlos Flavián, 2023. "Telepresence in live-stream shopping: An experimental study comparing Instagram and the metaverse," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-21, December.
  79. Shing H. Doong, 2022. "Comparing the effect of interactivity and reputation on purchase intention in live commerce: a serial mediation study," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(4), pages 329-340, December.
  80. Xuemei Sun & Jean-Éric Pelet & Shiying Dai & Yi Ma, 2023. "The Effects of Trust, Perceived Risk, Innovativeness, and Deal Proneness on Consumers’ Purchasing Behavior in the Livestreaming Social Commerce Context," Sustainability, MDPI, vol. 15(23), pages 1-14, November.
  81. Aoxue Li & Zhengping Ding & Chunhua Sun & Yezheng Liu, 2024. "Recommending AI based on Quantified Self: Investigating the mechanism of consumer acceptance of AI recommendations," Electronic Markets, Springer;IIM University of St. Gallen, vol. 34(1), pages 1-15, December.
  82. Zhijie Song & Chang Liu & Rui Shi, 2022. "How Do Fresh Live Broadcast Impact Consumers’ Purchase Intention? Based on the SOR Theory," Sustainability, MDPI, vol. 14(21), pages 1-16, November.
  83. Isaac Owusu Asante & Yushi Jiang & Xiao Luo, 2023. "Does it matter how I stream? Comparative analysis of livestreaming marketing formats on Amazon Live," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
  84. Huang, Lingchen & Liu, Bin & Zhang, Rong, 2024. "Channel strategies for competing retailers: Whether and when to introduce live stream?," European Journal of Operational Research, Elsevier, vol. 312(2), pages 413-426.
  85. Kim, Yanghee & Oyunbold, Bodibold & Roh, Taewoo, 2024. "Capturing OTT users in an emerging market: Insights on quality of OTT service and behavioral intentions through extended technology acceptance model," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
  86. Li, Kaili & Yao, Song & Li, Yongjian & Tang, Fangcheng & Wang, Zhongbin, 2025. "Deliberate shortage in live-streaming commerce," Omega, Elsevier, vol. 131(C).
  87. Song, Shijie & Yao, Xinlin & Zhao, Yuxiang Chris & Ba, Zhichao, 2024. "Get inspired and pay for the goods: An investigation of customer inspiration and purchase intention in livestream shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
  88. Mingwei Li & Qingjin Wang & Ying Cao, 2022. "Understanding Consumer Online Impulse Buying in Live Streaming E-Commerce: A Stimulus-Organism-Response Framework," IJERPH, MDPI, vol. 19(7), pages 1-17, April.
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  90. Mark Ng & Monica Law & Lubanski Lam & Celine Cui, 2023. "A study of the factors influencing the viewers’ satisfaction and cognitive assimilation with livestreaming commerce broadcast in Hong Kong," Electronic Commerce Research, Springer, vol. 23(3), pages 1565-1590, September.
  91. Yu Jiang & Wei Lu & Xiang Ji & Jie Wu, 2024. "How livestream selling strategy interacts with product line design," Electronic Commerce Research, Springer, vol. 24(2), pages 1187-1214, June.
  92. Peng, Lifang & Zhang, Na & Huang, Ling, 2024. "How the source dynamism of streamers affects purchase intention in live streaming e-commerce: Considering the moderating effect of Chinese consumers’ gender," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
  93. Zhang, Wen & Yu, Lili & Wang, Zhenzhen, 2023. "Live-streaming selling modes on a retail platform," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 173(C).
  94. Zhang, Xiaoping & Zhang, Shihan, 2024. "Investigating impulse purchases in live streaming e-commerce: A perspective of match-ups," Technological Forecasting and Social Change, Elsevier, vol. 205(C).
  95. Shizhen Bai & Yun Xu & Hao He & Dingyao Yu, 2024. "Under the context of competition between platform sales and live streaming sales, who has the pricing power of products?," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-20, December.
  96. Hongbo Li & Zhenzhen Wang & Zhijie Yuan & Xin Yan, 2023. "Multidimensional Evaluation of Consumers’ Shopping Risks under Live-Streaming Commerce," Sustainability, MDPI, vol. 15(19), pages 1-14, September.
  97. Sun, Jianmin & Sarfraz, Muddassar & Ivascu, Larisa & Han, Heesup & Ozturk, Ilknur, 2024. "Live streaming and livelihoods: Decoding the creator Economy's influence on consumer attitude and digital behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
  98. Yu-Hsin Chen & Ching-Jui Keng, 2023. "The effect of subscription relational bond on customer engagement and stickiness in podcast: the moderating role of social connectedness," Service Business, Springer;Pan-Pacific Business Association, vol. 17(3), pages 723-745, September.
  99. Yi He & Lidong Chen & Jingjing Mu & Azmat Ullah, 2024. "Optimal contract design for live streaming shopping in a manufacturer–retailer–streamer supply chain," Electronic Commerce Research, Springer, vol. 24(2), pages 1071-1093, June.
  100. Chen, Jianyu & Gong, Xiushuang & Ren, Rui, 2023. "Active or avoidance coping? Influencing mechanisms of streamers' coping strategies on viewers’ word of mouth after livestreaming e-commerce failures," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
  101. Lifu Li & Kyeong Kang & Yafei Feng & Anqi Zhao, 2024. "Factors affecting online consumers’ cultural presence and cultural immersion experiences in live streaming shopping," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 250-263, June.
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  103. Tian, Yu & Frank, Björn, 2024. "Optimizing live streaming features to enhance customer immersion and engagement: A comparative study of live streaming genres in China," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
  104. Yucheng Xin & Tijun Fan & Yang Song & Wenyue Zheng, 2024. "The impact of live streaming on competitive e-commerce," Electronic Commerce Research, Springer, vol. 24(2), pages 1215-1234, June.
  105. Jian Wang & Fakhar Shahzad & Zeeshan Ahmad & Muhammad Abdullah & Nadir Munir Hassan, 2022. "Trust and Consumers’ Purchase Intention in a Social Commerce Platform: A Meta-Analytic Approach," SAGE Open, , vol. 12(2), pages 21582440221, April.
  106. Li, Nianlin & Xuan, Changchun & Chen, Rui, 2024. "Different roles of two kinds of digital coexistence: The impact of social presence on consumers' purchase intention in the live streaming shopping context," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
  107. Mao, Zhaofang & Du, Zelin & Yuan, Ruiying & Miao, Qiqi, 2022. "Short-term or long-term cooperation between retailer and MCN? New launched products sales strategies in live streaming e-commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
  108. Robin Tang, Zhenya & Eric Hu, Tao & Warkentin, Merrill, 2024. "Give to give: The gifting motivation and behavior in the social live streaming service," Journal of Business Research, Elsevier, vol. 185(C).
  109. Qu, Yi & Khan, Jashim & Su, Yuyang & Tong, Jiao & Zhao, Shuo, 2023. "Impulse buying tendency in live-stream commerce: The role of viewing frequency and anticipated emotions influencing scarcity-induced purchase decision," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
  110. Chunhui Huo & Xiaorui Wang & Muhammad Waqas Sadiq & Ming Pang, 2023. "Exploring Factors Affecting Consumer’s Impulse Buying Behavior in Live-Streaming Shopping: An Interactive Research Based Upon SOR Model," SAGE Open, , vol. 13(2), pages 21582440231, May.
  111. Duan, Yongrui & Song, Jia, 2024. "The adoption of live streaming channel considering impulse buying and product returns," International Journal of Production Economics, Elsevier, vol. 274(C).
  112. Xiaoxia Chen & Xiaofeng Su & Wenhe Lin & Anxin Xu & Jianhong Chen & Qiujin Zheng, 2022. "The Effect of Omnichannel Integration on Fresh Food Customer Engagement from the Viewpoint of Flow Experience," Sustainability, MDPI, vol. 14(21), pages 1-20, October.
  113. Yan, Ying & Chen, Hongquan & Shao, Bingjia & Lei, Yuanyang, 2023. "How IT affordances influence customer engagement in live streaming commerce? A dual-stage analysis of PLS-SEM and fsQCA," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
  114. Zhang, Yundi & Zhang, Tingting & Yan, Xiangbin, 2024. "Understanding impulse buying in short video live E-commerce: The perspective of consumer vulnerability and product type," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
  115. Xin, Baogui & Hao, Yaru & Xie, Lei, 2023. "Strategic product showcasing mode of E-commerce live streaming," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
  116. Zhang, Yaozhi & Prebensen, Nina Katrine, 2025. "Value co-creation in tourism live shopping," Journal of Business Research, Elsevier, vol. 186(C).
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