The effects of live streamer’s expertise and entertainment on the viewers’ purchase and follow intentions
This study explores the impact of two characteristics of streamers—expertise and entertainment—on viewers’ purchase intention and follow intention in live-streaming e-commerce, with a specific focus on viewers’ trust and flow experience as two mediators and viewers’ optimal stimulation level as a mo...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2024-03-01
|
| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2024.1383736/full |