From Traffic to Quality: A Study on the Dual-Path Driving Effects of Streamer Traits on Consumer Trust and Identification

This study is based on the practical context of the livestream e-commerce industry’s shift from “traffic competition” to “quality competition”. Addressing the limitations of existing research that predominantly focuses on streamers’ external traits while overlooking intrinsic qualities and frequentl...

ver descrição completa

Detalhes bibliográficos

Principais autores:	Ru Wang, Shugang Li, Liqin Zhang
Formato:	Artigo
Idioma:	Inglês
Publicado em:	MDPI AG 2026-03-01
coleção:	Journal of Theoretical and Applied Electronic Commerce Research
Assuntos:	streamer traits elaboration likelihood model artificial neural network nonlinear combination effect
Acesso em linha:	https://www.mdpi.com/0718-1876/21/3/91
Tags:	Adicionar Tag Sem tags, seja o primeiro a adicionar uma tag!