The Role of Influencers in Live Streaming E-Commerce: Influencer Trust, Attachment, and Consumer Purchase Intention

The Role of Influencers in Live Streaming E-Commerce: Influencer Trust, Attachment, and Consumer Purchase Intention

Live streaming e-commerce has emerged as a novel online marketing model. Drawing upon influencer marketing theory, this study examines the mechanisms through which influencers (live streamers) promote consumers’ purchase intention in the context of live streaming e-commerce. A sample of 449 valid qu...

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Bibliographic Details
Main Authors: Nan Chen, Yunpeng Yang
Format: Article
Language:English
Published: MDPI AG 2023-09-01
Series:Journal of Theoretical and Applied Electronic Commerce Research
Subjects:
live streaming e-commerce
influencer marketing
customer experience
consumer purchase intention
influencer trust
influencer attachment
Online Access:https://www.mdpi.com/0718-1876/18/3/81

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https://www.mdpi.com/0718-1876/18/3/81

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