The trust-driven path to consumer engagement behaviors: Exploring the role of streamer and platform characteristics in live-streaming E-commerce

The trust-driven path to consumer engagement behaviors: Exploring the role of streamer and platform characteristics in live-streaming E-commerce

Live-streaming e-commerce is revolutionizing online retail by fostering real-time consumer engagement, yet limited research explores how streamer and platform characteristics jointly influence trust and drive consumer engagement behaviors (CEB). This study examines how streamer attributes (beauty, h...

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Bibliographic Details
Main Authors: Adi Prasetyo Tedjakusuma, Andri Dayarana K. Silalahi, Ixora Javanisa Eunike, Do Thi Thanh Phuong, Dalianus Riantama
Format: Article
Language:English
Published: Elsevier 2025-06-01
Series:Digital Business
Subjects:
Live-streaming e-commerce
Consumer engagement behaviors
Trust in streamers
Trust in products
Streamer characteristics
Online Access:http://www.sciencedirect.com/science/article/pii/S2666954425000109
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