Para-Social Interaction and Trust in Live-Streaming Sellers
نویسندگان
چکیده
Live streaming is one of the modern methods that allows sellers to create, transmit, or broadcast some content on internet in real-time, and it has been used by many small individual merchants. Understanding how live contributes online consumption becoming increasingly important social commerce as live-streaming industry grown more popular. However, number studies still quite limited Vietnam. Therefore, this research will look at mechanism enables boost customer trust streamers. Using PLS-SEM a sample 360 respondents who viewed selling streams network sites Vietnam, we discovered other members' endorsement, value similarity, hedonic value, utilitarian contribute good para-social interaction. Next, values, streamer product expertise, interaction all positively affect The findings could help better understand their interactions with viewers, resulting increased trust. Doi: 10.28991/ESJ-2023-07-03-06 Full Text: PDF
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ژورنال
عنوان ژورنال: Emerging science journal
سال: 2023
ISSN: ['2610-9182']
DOI: https://doi.org/10.28991/esj-2023-07-03-06