Social‐oriented versus task‐oriented streamer interaction styles on live streaming e‐commerce: Empirical research in China
Depeng Zhang,
Lihong Fu,
Jiaxin Ma
et al.
Abstract:Live streaming commerce has seen significant growth in recent years. While the interaction style of streamers with consumers is crucial in influencing engagement behaviour, there is limited understanding of how a streamer's interaction style affects consumer engagement. This study, based on epistemic vigilance mechanisms, explores the effect of streamers' interaction styles (social‐oriented versus task‐oriented) on consumer engagement. It also investigates the mediating role of epistemic vigilance and the mode… Show more
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