How to retain customers: Understanding the role of trust in live streaming commerce with a socio-technical perspective

Live streaming commerce has been the mainstream of e-commerce in recent years. Although live streaming research has gained interest, a holistic model explaining why customers are willing to continuously use such a new sale format remains absent. Drawing on socio-technical system theory, we propose a...

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Bibliographic Details
Published in:	Computers in human behavior Vol. 127; p. 107052
Main Authors:	Zhang, Mingli, Liu, Yafei, Wang, Yu, Zhao, Lu
Format:	Journal Article
Language:	English
Published:	Elmsford Elsevier Ltd 01.02.2022 Elsevier Science Ltd
Subjects:	Active control Continuance intention Customer satisfaction Customers IT affordance Live streaming commerce Social interactivity Streaming media System theory Systems theory Trust Visibility Social interactivity Continuance intention IT affordance Live streaming commerce Trust
ISSN:	0747-5632, 1873-7692
Online Access:	Get full text
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