How Live Streaming Commerce Platforms Drive Consumer Purchase Intention: Dual Mediation of Trust and Perceived Value in a UK Sample

Live streaming commerce delivers conversion rates up to ten times higher than conventional online stores, yet research on the psychological mechanisms behind that lift has tested platform features in isolation, through single-mediator pathways. This study examines how three live streaming characteri...

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Bibliographic Details

Main Author:	Georgios Tsimonis
Format:	Artigo
Language:	Inglês
Published:	MDPI AG 2026-06-01
Series:	Platforms
Subjects:	live streaming commerce live streaming platforms consumer trust perceived value streamer credibility perceived interactivity
Online Access:	https://www.mdpi.com/2813-4176/4/2/10
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