Antecedents and Consequences of Streamer Trust in Livestreaming Commerce

Antecedents and Consequences of Streamer Trust in Livestreaming Commerce

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 significant role of streamer trust in the focal context....

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Bibliographic Details
Main Authors: Bowen Tian, Jinye Chen, Jie Zhang, Wei Wang, Leibao Zhang
Format: Article
Language:English
Published: MDPI AG 2023-04-01
Series:Behavioral Sciences
Subjects:
livestreaming commerce
cognitive-affective-conative (C-A-C) framework
streamer trust
purchase intention
livestreaming value
Online Access:https://www.mdpi.com/2076-328X/13/4/308

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https://www.mdpi.com/2076-328X/13/4/308

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