Digital technologies have dramatically changed business practices and consumer buying
behavior. This study integrates artificial intelligence technology, consumer engagement on …

Purpose Live streaming commerce, a new form of social commerce where firms integrate
with broadcasters, community members and customers in live chat rooms for real-time …

The growth in social media use has given rise to concerns about the impacts it may have on
users' psychological well-being. This paper's main objective is to shed light on the effect of …

Engaging customers and building loyalty are crucial for operators who embrace live
streaming. While previous research has identified many social and technical factors that …

Purpose The purpose of this paper is to investigate the impact of buyer-seller interpersonal
interactions on the purchase intention of buyers, incorporating swift guanxi as a mediator …

Purpose In recent years, more and more e-retailers have adopted live streaming services to
attract customers. Although the extant literature has mostly examined the motivations for live …

Brand related goals in the online environment are consistent with those of the retail
environment: providing products and services that ultimately convert customers into brand …

Purpose The rapid growth of e-commerce has encouraged online retailers to adapt to the
purchase behaviour of Generation Y consumers. For this purchase, the purpose of this …

Purpose Live streaming commerce becomes increasingly popular, and some special
shop** behaviors existing in traditional e-commerce also emerge in this new context. The …

Purpose The purpose of this paper is to understand the effect of two types of reciprocity
(restricted reciprocity and generalized reciprocity) on customers' trust in social commerce (s …