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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Bibliographic Details

Main Authors:	Pan Meizhen, Lim Ming-Fook, Li Xiaoqing, Brahim Chekima
Format:	Article
Language:	en
Published:	RSIS International 2025
Subjects:	HC94-1085 By region or country HF1-6182 Commerce
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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