The role of live streaming in building consumer trust and engagement with social commerce sellers
The role of live streaming in building consumer trust and engagement with social commerce sellers
Apiradee Wongkitrungrueng,N. Assarut
2020 · DOI: 10.1016/J.JBUSRES.2018.08.032
Journal of business research · 1,072 Citations
TLDR
Symbolic value is found to have a direct and indirect effect via trust in sellers on customer engagement, while utilitarian and hedonic values are shown to affect customer engagement indirectly through customer trust in products and trust in seller sequentially.