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Understanding the Role of Live Streamers in Live-Streaming E-Commerce · Study

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ArticleUnderstanding the Role of Live Streamers in Live-Streaming E-Commerce

Hailiang Chen2022

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Articlegreen2022

Understanding the Role of Live Streamers in Live-Streaming E-Commerce

Hailiang Chen · Yifan Dou · Yongbo Xiao

181 citations·0/0 files stored·Electronic Commerce Research and Applications

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Digital Marketing and Social Media Consumer Market Behavior and Pricing E-commerce and Technology Innovations

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References

2006The Effect of Word of Mouth on Sales: Online Book Reviews 2000Frictionless Commerce? A Comparison of Internet and Conventional Retailers 2002Evidence of the effect of trust building technology in electronic markets: Price premiums and buyer behavior 2018The role of live streaming in building consumer trust and engagement with social commerce sellers 2002The Influence of Culture on Consumer Impulsive Buying Behavior 2019How live streaming influences purchase intentions in social commerce: An IT affordance perspective 2019The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement 2021Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective

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2025Exploring the Effect of Live Streaming Atmospheric Cues on Consumer Impulse Buying: A Flow Experience Perspective 2025Supplier encroachment through live-streaming: the role of channel structure and hybrid contract 2024Optimal marketing strategies for live streaming rooms in livestream e-commerce 2025User continuance intention to use social commerce livestreaming shopping based on stimulus-organism-response theory

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Details

Year2022

Typearticle

Published2022-01-01

VenueElectronic Commerce Research and Applications

ISSN-L1567-4223

Languageen

Citations181

Files0 public / 0

ShelfDigital Marketing and Social Media

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doi10.1016/j.elerap.2023.101266

openalex_workW4367396485

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2025A Study on the Factors Influencing Chinese Costume Consumers Utilizing Live Streaming Platforms to Purchase Products: A Case Study of Douyin