Promoting sales in e-commerce live streaming: How streamer credibility, attractiveness, and time pressure drive purchase decisions
This study examines the factors influencing consumer purchase decisions within the rapidly expanding e-commerce live streaming landscape. Drawing on source credibility theory and perceived value theory, it examines the direct effects of host credibility (encompassing trust, expertise, and attractive...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | en |
| Published: |
RSIS International
2025
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/45772/1/FULLTEXT.pdf https://eprints.ums.edu.my/id/eprint/45772/ https://dx.doi.org/10.47772/IJRISS.2025.908000584 |
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