International Journal of Business and Technology Management,
Journal Year:
2024,
Volume and Issue:
unknown
Published: March 1, 2024
Live
e-commerce
is
an
important
industry
that
has
emerged
in
recent
years,
and
due
to
its
diversified
scenarios,
strong
interactivity,
fast
growth
user
scale,
it
become
way
pull
the
development
of
e-commerce.
Based
on
theoretical
analysis,
this
paper
constructs
a
relationship
model
streamer
live
streaming,
social
presence,
consumers'
purchase
intention.
Then,
questionnaire
survey
was
carried
out
online
way,
hypothesis
testing
out.
The
results
show
that:
attractiveness,
professionalism,
interactivity
have
significant
positive
effects
intention;
mediating
effect
presence
significant,
i.e.,
streaming
promotes
intention
by
improving
sense
presence.
Accordingly,
two
suggestions
are
put
forward:
one
enhance
consumer
experience
as
focus
creating
good
atmosphere
for
other
emphasize
screening
training
create
professional
network
with
competence.
second
team
ability.
Journal of theoretical and applied electronic commerce research,
Journal Year:
2025,
Volume and Issue:
20(2), P. 84 - 84
Published: April 25, 2025
Despite
the
ubiquitous
application
of
gamification
in
livestreaming
commerce,
mechanisms
driving
its
impact
on
consumer
participation
remain
underexplored.
To
address
this
research
gap,
study
integrated
two
theoretical
frameworks:
“Gamification
Affordances–Psychological
Outcomes–Behavioral
Outcomes”
framework
and
Uses
Gratifications
Theory.
We
investigated
how
affordances
(achievement
visualization,
rewards,
interaction,
competition)
relate
to
fulfillment
consumers’
diverse
psychological
needs
(cognitive,
affective,
social,
personal
integrative,
social
integrative).
Furthermore,
we
examined
whether
meeting
these
influences
intentions
continue
watching
purchase.
surveyed
354
commerce
consumers
employed
structural
equation
modeling
analyze
data.
The
findings
revealed
that
can
motivate
continuous
purchasing
behavior
by
satisfying
their
different
needs.
conclude
discussing
managerial
implications
our
findings.
Industrial Management & Data Systems,
Journal Year:
2023,
Volume and Issue:
124(1), P. 319 - 343
Published: Nov. 7, 2023
Purpose
E-commerce
live
streaming
(ELS)
has
become
a
new
and
important
shopping
channel.
Although
previous
studies
have
provided
insightful
findings
on
how
to
engage
consumers
in
ELS,
limited
effort
been
made
explore
the
role
of
factors
rooms.
Based
literature
space
perception
retail
environment,
this
study
aims
develop
theoretical
model
examine
perceived
distance
depth
affect
consumers'
affective
cognitive
perceptions
then
further
impact
product
attitude
ELS.
Design/methodology/approach
This
collected
414
valid
survey
responses
test
proposed
research
model.
Survey
data
were
analyzed
using
partial
least
squares
(PLS)-structural
equation
modeling.
The
PLS
Multi-Group
analysis
(PLS-MGA)
was
used
consistency
across
different
types
watching
durations.
Findings
results
suggest
that
environmental
room
(i.e.
depth)
can
attitudes
toward
via
both
routes.
These
effects
keep
consistent
Originality/value
paper
focuses
perspective,
which
is
unexplored
It
highlights
importance
design
Journal Of Vacation Marketing,
Journal Year:
2024,
Volume and Issue:
unknown
Published: Aug. 2, 2024
Although
impulsive
buying
(IB)
has
spread
because
of
livestreaming,
current
knowledge
on
this
topic
is
still
relatively
rare.
Therefore,
to
understand
the
underlying
mechanisms
beyond
relationship,
study
aims
investigate
effect
celebrity-endorsed
travel
livestreaming
(CETLS)
consumers’
IB.
Further,
it
explores
mediating
roles
positive
emotions
(PEs)
and
trust
(TS).
Data
were
collected
from
members
groups
social
media
networks.
PLS-SEM
analysis
584
valid
responses
was
employed.
The
findings
showed
that
CETLS
significantly
positively
affects
PEs,
TS,
Moreover,
depicted
PEs
TS
mediates
link
between
This
provides
a
valuable
perspective
explore
tourists’
IB
through
CETLS.
also
advances
by
investigating
role
TS.
International Journal of Business and Technology Management,
Journal Year:
2024,
Volume and Issue:
unknown
Published: March 1, 2024
Live
e-commerce
is
an
important
industry
that
has
emerged
in
recent
years,
and
due
to
its
diversified
scenarios,
strong
interactivity,
fast
growth
user
scale,
it
become
way
pull
the
development
of
e-commerce.
Based
on
theoretical
analysis,
this
paper
constructs
a
relationship
model
streamer
live
streaming,
social
presence,
consumers'
purchase
intention.
Then,
questionnaire
survey
was
carried
out
online
way,
hypothesis
testing
out.
The
results
show
that:
attractiveness,
professionalism,
interactivity
have
significant
positive
effects
intention;
mediating
effect
presence
significant,
i.e.,
streaming
promotes
intention
by
improving
sense
presence.
Accordingly,
two
suggestions
are
put
forward:
one
enhance
consumer
experience
as
focus
creating
good
atmosphere
for
other
emphasize
screening
training
create
professional
network
with
competence.
second
team
ability.
