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The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement

Citations

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Cited by:

  1. Chenglin Liu & Kai Sun & Luchuan Liu, 2023. "The Formation and Transformation Mechanisms of Deep Consumer Engagement and Purchase Behavior in E-Commerce Live Streaming," Sustainability, MDPI, vol. 15(7), pages 1-17, March.
  2. Xu, Zhen & Islam, Tahir & Liang, Xiaobei & Akhtar, Naeem & Shahzad, Mohsin, 2021. "‘I'm like you, and I like what you like’ sustainable food purchase influenced by vloggers: A moderated serial-mediation model," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
  3. Wang, Bin & Xie, Fengyuan & Kandampully, Jay & Wang, Jin, 2022. "Increase hedonic products purchase intention through livestreaming: The mediating effects of mental imagery quality and customer trust," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
  4. Yang, Xiao & Liu, Ying & Dong, Jichang & Li, Sirui, 2023. "Impact of streamers’ characteristics on sales performance of search and experience products: Evidence from Douyin," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
  5. Ladhari, Riadh & Massa, Elodie & Skandrani, Hamida, 2020. "YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
  6. Fernandes, Teresa & Nettleship, Heather & Pinto, Luísa Helena, 2022. "Judging a book by its cover? The role of unconventional appearance on social media influencers effectiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
  7. Luo, Yaling & Zhou, Lei & Zhang, Weike, 2025. "Can e-commerce bring dividends to rural households? New evidence from the income inequality perspective," Economic Analysis and Policy, Elsevier, vol. 86(C), pages 363-379.
  8. Yiming Zhuang & Xun Xu, 2025. "Examining the antecedents of customers’ purchase behavior and the moderating role of streamers’ operational strategies in live-streaming commerce," Journal of Marketing Analytics, Palgrave Macmillan, vol. 13(3), pages 725-743, September.
  9. Raza, Ali & Ishaq, Muhammad Ishtiaq & Khan, Ayesha & Ahmad, Rehan & Haj Salem, Narjes, 2023. "How fashion cewebrity influences customer engagement behavior in emerging economy? Social network influence as moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
  10. Cai, Yajun & Wu, Yibin & Xue, Weili, 2024. "Social media retailing in the creator economy," Omega, Elsevier, vol. 124(C).
  11. Cheng, Shengyan & Guo, Qiang & Anderson, Chris K, 2025. "When and should streamers choose high-quality products? Effects of streamer types," European Journal of Operational Research, Elsevier, vol. 327(3), pages 971-985.
  12. Kim, Minseong & Kim, Hyung-Min, 2022. "What online game spectators want from their twitch streamers: Flow and well-being perspectives," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
  13. Wong, Amy & Wei, Joicey, 2023. "Persuasive cues and reciprocal behaviors in influencer-follower relationships: The mediating role of influencer defense," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
  14. Luo, Xi & Cheah, Jun-Hwa & Hollebeek, Linda D. & Lim, Xin-Jean, 2024. "Boosting customers’ impulsive buying tendency in live-streaming commerce: The role of customer engagement and deal proneness," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
  15. Qiulai Su & Fei Zhou & Yenchun Jim Wu, 2020. "Using Virtual Gifts on Live Streaming Platforms as a Sustainable Strategy to Stimulate Consumers’ Green Purchase Intention," Sustainability, MDPI, vol. 12(9), pages 1-15, May.
  16. Xiang, Shuai & Shi, Chun-lai & Zhou, Qin & Geng, Wei, 2025. "When should suppliers introduce a live-stream channel: The role of limited supply capacity," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 199(C).
  17. Guo, Yuanyuan & Zhang, Kexin & Wang, Chaoyou, 2022. "Way to success: Understanding top streamer's popularity and influence from the perspective of source characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
  18. Sun, Jianmin & Sarfraz, Muddassar & Ivascu, Larisa & Han, Heesup & Ozturk, Ilknur, 2024. "Live streaming and livelihoods: Decoding the creator Economy's influence on consumer attitude and digital behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
  19. Xie-Carson, Li & Benckendorff, Pierre & Hughes, Karen, 2023. "Not so different after all? A netnographic exploration of user engagement with non-human influencers on social media," Journal of Business Research, Elsevier, vol. 167(C).
  20. Hee-Min Lee & Jee-Won Kang & Young Namkung, 2021. "Instagram Users’ Information Acceptance Process for Food-Content," Sustainability, MDPI, vol. 13(5), pages 1-15, March.
  21. Jian Zhang & Fang Liu, 2024. "RETRACTED ARTICLE: Second Screen Synergy: Exploring the Socio-Economic Impact of Dual Screen Engagement in Television Consumption," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(4), pages 20196-20228, December.
  22. Norafifa Mohd Ariffin & Amily Fikry & Nor Diyana Mohammed Shobri & Irma Syarlina Che Ilias, 2024. "A Review of Tiktok Livestreaming Commerce," Information Management and Business Review, AMH International, vol. 16(3), pages 67-77.
  23. Lu Liu & Jiaming Fang & Zhenyu Ji, 2026. "Posture as information: Streamer postures and the purchase of micro and small enterprise resellers in livestreaming," Journal of the Academy of Marketing Science, Springer, vol. 54(1), pages 254-280, February.
  24. Lei Wang & Qi Zhang, 2025. "Relationships among push motivation, pull motivation, social influence, attitude, and intention to engage in livestreaming internship programs in labs," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-12, December.
  25. Teresa Borges-Tiago, Maria & Santiago, Joanna & Tiago, Flavio, 2023. "Mega or macro social media influencers: Who endorses brands better?," Journal of Business Research, Elsevier, vol. 157(C).
  26. Lu, Hsiao-Han & Chen, Ching-Fu & Tai, Yi-Wen, 2024. "Exploring the roles of vlogger characteristics and video attributes on followers’ value perceptions and behavioral intention," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
  27. Ri Na & Anan Hu & Qingfeng Zeng & Ruyi Ge & Ruohong Hao, 2025. "Unveiling the relationship between virtual streamer characteristics and consumer purchase intention in live streaming commerce: Insights from source credibility perspective," Electronic Markets, Springer;IIM University of St. Gallen, vol. 35(1), pages 1-21, December.
  28. Yi He & Lidong Chen & Jingjing Mu & Azmat Ullah, 2024. "Optimal contract design for live streaming shopping in a manufacturer–retailer–streamer supply chain," Electronic Commerce Research, Springer, vol. 24(2), pages 1071-1093, June.
  29. Xiaowei Ji, 2024. "Influence of Virtual Live Streamers’ Credibility on Online Sales Performance," SAGE Open, , vol. 14(3), pages 21582440241, August.
  30. Xiao, Quan & Wan, Shanshan & Zhang, Xing & Siponen, Mikko & Qu, Lu & Li, Xia, 2022. "How consumers’ perceptions differ towards the design features of mobile live streaming shopping platform: A mixed-method investigation of respondents from Taobao Live," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
  31. Alboqami, Hassan, 2023. "Trust me, I'm an influencer! - Causal recipes for customer trust in artificial intelligence influencers in the retail industry," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
  32. Chen, Jianyu & Gong, Xiushuang & Ren, Rui, 2023. "Active or avoidance coping? Influencing mechanisms of streamers' coping strategies on viewers’ word of mouth after livestreaming e-commerce failures," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
  33. Li, Yaoqi & Liu, Biqiang & Xie, Lishan, 2022. "Celebrity endorsement in international destination marketing: Evidence from eye-tracking techniques and laboratory experiments," Journal of Business Research, Elsevier, vol. 150(C), pages 553-566.
  34. Ye, Fei & Ji, Li & Ning, Yu & Li, Yina, 2024. "Influencer selection and strategic analysis for live streaming selling," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
  35. Guihua Zhang & Junwei Cao & Dong Liu, 2023. "Examining the influence of information overload on consumers’ purchase in live streaming: A heuristic-systematic model perspective," PLOS ONE, Public Library of Science, vol. 18(8), pages 1-16, August.
  36. Li, Li & Chen, Xiaoting & Zhu, Peng, 2024. "How do e-commerce anchors' characteristics influence consumers’ impulse buying? An emotional contagion perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
  37. Haoyu Liu & Shulin Liu, 2021. "Optimal decisions and coordination of live streaming selling under revenue‐sharing contracts," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 42(4), pages 1022-1036, June.
  38. Guo, Shuhui & Chen, Huan & Dai, Bitao & Wang, Mengning & Liu, Shuo & Zhang, Cheng & Liu, Shan & Lu, Xin, 2025. "Influential factors of streamer popularity in the live streaming platform," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
  39. Huang, Lingchen & Liu, Bin & Zhang, Rong, 2024. "Channel strategies for competing retailers: Whether and when to introduce live stream?," European Journal of Operational Research, Elsevier, vol. 312(2), pages 413-426.
  40. Zheng, Shiyong & Chen, Jiada & Liao, Junyun & Hu, Hsin-Li, 2023. "What motivates users' viewing and purchasing behavior motivations in live streaming: A stream-streamer-viewer perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
  41. Lifu Li & Kyeong Kang & Yafei Feng & Anqi Zhao, 2024. "Factors affecting online consumers’ cultural presence and cultural immersion experiences in live streaming shopping," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 250-263, June.
  42. Jialin Wang & Jong Uk Kim & Han-Min Kim, 2025. "Purchase intention in TikTok streaming commerce: the role of recommendation accuracy, streamer’s attractiveness, and consumer-to-consumer interactions," Review of Managerial Science, Springer, vol. 19(8), pages 2255-2278, August.
  43. Zhucheng Shao & Jessica Sze Yin Ho & Garry Wei-Han Tan & Keng-Boon Ooi & Prianka Sarker & Yogesh K. Dwivedi, 2024. "How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side," Journal of Brand Management, Palgrave Macmillan, vol. 31(6), pages 593-615, November.
  44. Zhimin Wang & Jing Li & Panpan Chen, 2022. "Factors influencing Chinese flower and seedling family farms’ intention to use live streaming as a sustainable marketing method: an application of extended theory of planned behavior," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(3), pages 4299-4322, March.
  45. Candy Lim Chiu & Han-Chiang Ho, 2023. "Impact of Celebrity, Micro-Celebrity, and Virtual Influencers on Chinese Gen Z’s Purchase Intention Through Social Media," SAGE Open, , vol. 13(1), pages 21582440231, March.
  46. Zhang, Shengliang & Guo, Dinghao & Li, Xiaodong, 2023. "The rhythm of shopping: How background music placement in live streaming commerce affects consumer purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
  47. Zhang, Peilin & Chao, Chih-Wei (Fred) & Chiong, Raymond & Hasan, Najmul & Aljaroodi, Hussain M. & Tian, Feng, 2023. "Effects of in-store live stream on consumers’ offline purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
  48. Xiao, Lu & Yang, Xinyue & Wang, Jun, 2025. "How to ensure streamers tell the Truth? Compensation design for E-commerce streamers," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
  49. Tian, Yu & Frank, Björn, 2024. "Optimizing live streaming features to enhance customer immersion and engagement: A comparative study of live streaming genres in China," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
  50. Lifu Li & Kyeong Kang, 2024. "Understanding the real-time interaction between middle-aged consumers and online experts based on the COM-B model," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 570-582, September.
  51. Doan Viet Phuong Nguyen & Thanh-Binh Phung, 2023. "Media Credibility and Re-use Intention for Information Seeking in Crisis: A Case of Cross-Platform Media Complementary Effect in Covid-19 Pandemic in Vietnam," SAGE Open, , vol. 13(4), pages 21582440231, November.
  52. Yajing Diao & Qian Yang & Shilun Ge & Nianxin Wang & Jian Lu, 2025. "A study on the role of information cues in E-commerce live streaming: evidence from self-reported and fNIRS data," Electronic Commerce Research, Springer, vol. 25(4), pages 3011-3045, August.
  53. Yi Yang & Jiawei Gao & Jiayin Qi, 2025. "Moderating effect of consumers’ opinion leader acceptance: Exploring the relationship between livestreaming shopping and online shopping safety satisfaction," Electronic Commerce Research, Springer, vol. 25(6), pages 4313-4341, December.
  54. Belanche, Daniel & Casaló, Luis V. & Flavián, Marta & Ibáñez-Sánchez, Sergio, 2021. "Building influencers' credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
  55. Chunhua Sun & Hong Meng & Ziqin Gan & Yezheng Liu, 2026. "Choose AR or live streaming? The influence of online product presentation on consumers’ product uncertainty," Electronic Markets, Springer;IIM University of St. Gallen, vol. 36(1), pages 1-17, December.
  56. Zhong, Xiaoping & Wang, Jingjing & Yu, Xiaohua, . "Internet celebrities, public opinions and food system change in China: a new conceptual framework," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 26(3).
  57. Li, Nianlin & Xuan, Changchun & Chen, Rui, 2024. "Different roles of two kinds of digital coexistence: The impact of social presence on consumers' purchase intention in the live streaming shopping context," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
  58. Man Ji & Yezheng Liu & Xiayu Chen, 2025. "An eye-tracking study on the role of attractiveness on consumers’ purchase intentions in e-commerce live streaming," Electronic Commerce Research, Springer, vol. 25(3), pages 1485-1520, June.
  59. Lin Xiao & Xinru Lin & Chuanmin Mi & Shahriar Akter, 2025. "The effect of dynamic information cues on sales performance in live streaming e-commerce: an IFT and ELM perspective," Electronic Commerce Research, Springer, vol. 25(4), pages 2699-2728, August.
  60. Sirui Li & Ying Liu & Jing Su & Litao Duan & Hui Fu, 2024. "Men resist men: streamer-consumer gender match for advertising the functional benefits of heterogeneously priced utilitarian products," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 11(1), pages 1-13, December.
  61. Mao, Zhaofang & Du, Zelin & Yuan, Ruiying & Miao, Qiqi, 2022. "Short-term or long-term cooperation between retailer and MCN? New launched products sales strategies in live streaming e-commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
  62. Yanfen Zhang & Qi Xu, 2026. "Power structures unleashed: driving product and live content innovation in live streaming commerce," Electronic Commerce Research, Springer, vol. 26(1), pages 677-704, February.
  63. Lifu Li & Yafei Feng & Anqi Zhao, 2024. "An interaction–immersion model in live streaming commerce: the moderating role of streamer attractiveness," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 701-716, September.
  64. Jiayu Qian & Jee-Sun Park, 2021. "Influencer-brand fit and brand dilution in China’s luxury market: the moderating role of self-concept clarity," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 199-220, March.
  65. Jie Zhao & Jie Zhou & Peng Wu & Kun Liang, 2026. "Boosting e-commerce sales with live streaming: the power of barrages," Electronic Commerce Research, Springer, vol. 26(1), pages 147-184, February.
  66. Zhang, Tao & Tang, Zhongjun, 2023. "Should manufacturers open live streaming shopping channels?," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
  67. Junyu Long & Norzaidahwati Zaidin & Xiaojun Mai, 2024. "Social media influencer streamers and live-streaming shopping: examining consumer behavioral intention through the lens of the theory of planned behavior," Future Business Journal, Springer, vol. 10(1), pages 1-17, December.
  68. Yang, Wenting & Govindan, Kannan & Zhang, Jiantong, 2023. "Spillover effects of live streaming selling in a dual-channel supply chain," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 180(C).
  69. Zhang, Yun & Li, Xia & Liu, Rongqin & Shuai, Qinghong & Huang, Caiyan, 2025. "How facial cues of streamers drive purchase intention in live streaming commerce: Based on a lens model," Journal of Business Research, Elsevier, vol. 190(C).
  70. Pei Li & Charles Spence & Chunmao Wu, 2025. "What motivate consumers’ purchase intention and the intention to continue watching in livestream shopping," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-14, December.
  71. Jiangbo Zou & Xiaokang Fu, 2024. "Understanding the purchase intention in live streaming from the perspective of social image," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
  72. Meng, Lu (Monroe) & Duan, Shen & Zhao, Yijun & Lü, Kevin & Chen, Siyun, 2021. "The impact of online celebrity in livestreaming E-commerce on purchase intention from the perspective of emotional contagion," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
  73. Ping Li & Seoyoun Lee & Kyung Young Lee & Sung-Byung Yang & Younghoon Chang, 2023. "What Makes Viewers Engage in Live Streaming Shopping during and after the Pandemic: An Affordance Perspective," Service Business, Springer;Pan-Pacific Business Association, vol. 17(4), pages 963-1000, December.
  74. Ran Pan & Juan Feng & Zhenling Zhao, 2022. "Fly with the wings of live‐stream selling—Channel strategies with/without switching demand," Production and Operations Management, Production and Operations Management Society, vol. 31(9), pages 3387-3399, September.
  75. Choi, Yun Seob & Wu, Qianqian & Lee, Jae Young, 2025. "Can You Tolerate Influencer Marketing? An Empirical Investigation of Live Streaming Viewership Reduction related to Influencer Marketing," Journal of Business Research, Elsevier, vol. 188(C).
  76. Chaoyong Qin & Xinyu Zeng & Shichang Liang & Ke Zhang, 2023. "Do Live Streaming and Online Consumer Reviews Jointly Affect Purchase Intention?," Sustainability, MDPI, vol. 15(8), pages 1-19, April.
  77. Zhou, Min & Huang, Jinlong & Wu, Kexin & Huang, Xin & Kong, Nan & Campy, Kathryn S., 2021. "Characterizing Chinese consumers’ intention to use live e-commerce shopping," Technology in Society, Elsevier, vol. 67(C).
  78. Wang, Le & Zhou, Li & Chan, Hing Kai & Fan, Tijun, 2025. "Impact of cost structure and cannibalisation on live streaming pricing strategies," International Journal of Production Economics, Elsevier, vol. 285(C).
  79. Yuan, Haixia & Lü, Kevin & Fang, Wenting, 2025. "Machines vs. humans: The evolving role of artificial intelligence in livestreaming e-commerce," Journal of Business Research, Elsevier, vol. 188(C).
  80. Liu, Baolong & Wang, Weilong, 2023. "Live commerce retailing with online influencers: Two business models," International Journal of Production Economics, Elsevier, vol. 255(C).
  81. He, Lifeng & Li, Xinmiao & Li, Yuzhuo & Liu, Yu & Zhang, Ning & Zhou, Xiaohang, 2026. "Is more always better? The effect of audience size on sales performance in live streaming commerce: A multimethod study," Journal of Retailing and Consumer Services, Elsevier, vol. 89(PA).
  82. Wang, Bin & Han, Yao & Kandampully, Jay & Lu, Xiaoli, 2025. "How language arousal affects purchase intentions in online retailing? The role of virtual versus human influencers, language typicality, and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
  83. Ma, Xiangyang & Ren, Jiawen & Lang, Xiaoping & Yang, Ziyang & Li, Tieshan, 2024. "The influence of live video hosts' speech act on purchase behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
  84. Mark Ng & Monica Law & Lubanski Lam & Celine Cui, 2023. "A study of the factors influencing the viewers’ satisfaction and cognitive assimilation with livestreaming commerce broadcast in Hong Kong," Electronic Commerce Research, Springer, vol. 23(3), pages 1565-1590, September.
  85. Zhang, Xiaojing & Zhang, Yulin, 2024. "Content marketing in the social media platform: Examining the effect of content creation modes on the payoff of participants," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
  86. Fan, Xiaojun & Zhang, Lu & Guo, Xin & Zhao, Wenyu, 2024. "The impact of live-streaming interactivity on live-streaming sales mode based on game-theoretic analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
  87. Li, Yina & Wang, Yanrong & Ning, Yu & Zhou, Jiayu, 2025. "Blessing or curse? The role of the influencer’s quality-price ratio constraint in live streaming e-commerce," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 204(C).
  88. Li, Jian & Huang, Jinsong & Li, Yaqi, 2023. "Examining the effects of authenticity fit and association fit: A digital human avatar endorsement model," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
  89. Wen-Chin Tsao & Pei-Ching Liao & Hao-Fan Chumg, 2021. "How to Improve the Effect of Live Streaming? From the Perspective of Content Type," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 11(5), pages 1-5.
  90. Deng, Guangkuan & Kang, Jiayi & He, Lijuan & Xu, Ying, 2025. "Endorsing alone or with humans: Investigating the impact of virtual influencers’ presentation formats on endorsement effectiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
  91. Gao, Wei & Jiang, Ning & Guo, Qingqing, 2023. "How do virtual streamers affect purchase intention in the live streaming context? A presence perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
  92. Shao, Bingjia & Zhu, Yinghui & Yang, Pianpian & Qin, Yan, 2026. "When sparks fly: How arousal-driven atmospheres, brand positioning, and consumer traits collide in live-streaming ecosystems," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
  93. Dawei Liu & Jinyang Yu, 2024. "Impact of perceived diagnosticity on live streams and consumer purchase intention: streamer type, product type, and brand awareness as moderators," Information Technology and Management, Springer, vol. 25(3), pages 219-232, September.
  94. Dang-Van, Thac & Vo-Thanh, Tan & Vu, Thinh Truong & Wang, Jianming & Nguyen, Ninh, 2023. "Do consumers stick with good-looking broadcasters? The mediating and moderating mechanisms of motivation and emotion," Journal of Business Research, Elsevier, vol. 156(C).
  95. Xu, Hui & Wu, Yang, 2024. "Do virtual endorsers have a country-of-origin effect? From the perspective of congruent explanations," Technological Forecasting and Social Change, Elsevier, vol. 206(C).
  96. Bu, Yi & Parkinson, Joy & Thaichon, Park, 2022. "Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
  97. Zhang, Yanfen & Xu, Qi & Zhang, Guoqing, 2023. "Optimal contracts with moral hazard and adverse selection in a live streaming commerce market," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
  98. Li, Qingying & Zhu, Shuo & Choi, Tsan-Ming & Shen, Bin, 2025. "Maintaining E-commerce supply chain viability: Addressing supply risks with a strategic live-streaming channel," Omega, Elsevier, vol. 133(C).
  99. Ki, Chung-Wha (Chloe) & Chenn, Ashley & Man Chong, Sze & Cho, Erin, 2024. "Is livestream shopping conceptually New? a comparative literature review of livestream shopping and TV home shopping research," Journal of Business Research, Elsevier, vol. 174(C).
  100. Hongzheng Li & Ruojin Wang & Can Shi, 2023. "“Oh My God! Buy it!†Analysis on the Characteristics of Anchor’s Speech in Live Broadcast E-Commerce and Purchase Intention: A Linguistic Perspective," SAGE Open, , vol. 13(3), pages 21582440231, September.
  101. Peng, Lifang & Zhang, Na & Huang, Ling, 2024. "How the source dynamism of streamers affects purchase intention in live streaming e-commerce: Considering the moderating effect of Chinese consumers’ gender," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
  102. Chen, Xiayu & Shen, Junya & Wei, Shaobo, 2023. "What reduces product uncertainty in live streaming e-commerce? From a signal consistency perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
  103. Wenkun Zhang & Yanan Wang & Tao Zhang, 2021. "Can “Live Streaming†Really Drive Visitors to the Destination? From the Aspect of “Social Presenceâ€," SAGE Open, , vol. 11(1), pages 21582440211, March.
  104. Norafifa Mohd Ariffin & Amily Fikry, 2025. "A Review of Anchor or Streamer Characteristics and Impulse Purchase Decisions in Livestreaming Commerce," Information Management and Business Review, AMH International, vol. 17(3), pages 148-161.
  105. Cui, Xueqing & Li, Yongjian & Li, Xiang & Fang, Shulin, 2023. "Livestream e-commerce in a platform supply chain: A product-fit uncertainty reduction perspective," International Journal of Production Economics, Elsevier, vol. 258(C).
  106. Elshazly, Ahmed & Yan, Jun & Ghaith, Ahmad, 2025. "Understanding how narrative attributes of sponsored food vlog affect viewers' engagement: Evidence from Egypt," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
  107. Ji, Guojun & Fu, Tianyu & Li, Shuhao, 2023. "Optimal selling format considering price discount strategy in live-streaming commerce," European Journal of Operational Research, Elsevier, vol. 309(2), pages 529-544.
  108. Shao, Zhucheng, 2026. "Dual congruence in live-streaming commerce: A mixed-method to examine the role of virtual influencers and live content on consumer purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
  109. Zhen, Xueping & Wang, Ping & Li, Xinran, 2024. "The Streamer's sales strategy choice considering sales effort," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
  110. Wang, Xiao-Wu & Guo, Yihao, 2026. "Beyond the screen: Understanding consumer engagement with live-stream shopping from the perspective of the information system success model," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
  111. Ma. Veronica Abuan Balatero, 2025. "Social Media Influencer Attributes’ Impact on Generation Z Filipino Consumers’ Perceived Parasocial Relationships and Purchasing Behavior," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 12(15), pages 1732-1798, September.
  112. Chen, Pingping & Xie, Lei & Dai, Lu & Song, Zhuzhu, 2025. "How live-streaming commerce interacts with two-period pricing when selling to strategic customers," European Journal of Operational Research, Elsevier, vol. 327(1), pages 148-161.
  113. Xin Zhao & Zhiyan Xu & Fei Ding & Zichang Li, 2024. "The Influencers’ Attributes and Customer Purchase Intention: The Mediating Role of Customer Attitude Toward Brand," SAGE Open, , vol. 14(2), pages 21582440241, April.
  114. Zhang, Xiaoping & Zhang, Shihan, 2024. "Investigating impulse purchases in live streaming e-commerce: A perspective of match-ups," Technological Forecasting and Social Change, Elsevier, vol. 205(C).
  115. Li, Zhitang & He, Peng & Xu, Henry, 2025. "Optimizing cooperation mechanisms for augmented reality (AR) services: Balancing product returns, pricing, and customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 85(C).
  116. Hameed, Irfan & Zainab, Bibi & Akram, Umair & Ying, Woo Jia & Chan Xing, Chesney & Khan, Kamran, 2025. "Decoding willingness to buy in live-streaming retail: The application of stimulus organism response model using PLS-SEM and SEM-ANN," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
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