Live streaming allows streamers and viewers to watch, create, and share videos in real time
on topics from gaming, shop**, and social channels to tourism and entertainment. It is …

Travel live streaming's growing popularity among viewers provides unprecedented
opportunities for live streamers. This study explores the persuasive linguistic styles of travel …

Building on the Uses and Gratification Theory (U>), a mixed-method approach was
employed to investigate the influencing mechanisms of different viewer-streamer …

Purpose The purpose of this study is to explore the factors influencing viewers' engagement
intention in travel live streaming (TLS) from a perceived value perspective …

After the outbreak of COVID-19, E-commerce lives streaming (ELS) has become popular as
a marketing tool to reduce spatial restrictions and control the spread. However, there are …

Purpose In tourism live streaming (TLS), streamers strive to capture viewers' attention by
responding quickly to viewers' requests and providing tourism-related knowledge. However …

The rapid development of live-streaming e-commerce has driven billions of sales revenues
and made customers' purchase intention a life-and-death issue for sellers. This study …

As an emerging form of live streaming, travel live streaming is enjoyed by people worldwide.
Existing studies on travel live streaming have failed to reflect the research and development …

Tourism live streaming (TLS) empowers streamers to act with destinations, viewers, and
products, namely TLS affordance. Underpinning the technology affordance theory, this study …

The continuous advancement of information technology has strengthened the influence of
live-streaming commerce on consumers' daily life and their enhanced concern about food …