Antecedents and Consequences of Streamer Trust in Livestreaming Commerce
Sign Up to like & getrecommendations! Published in 2023 at "Behavioral Sciences"
DOI: 10.3390/bs13040308
Abstract: Livestreaming commerce has become the mainstream of e-commerce in recent years. The key difference between livestreaming commerce and traditional e-commerce lies in the presence of the streamer. However, there are few studies that examine the… read more here.
Keywords: livestreaming commerce; streamer trust; antecedents consequences; trust ... See more keywords