Why do consumers hesitate to purchase in live streaming? A perspective of interaction between participants

作者：

Highlights：

• Anchors and consumers are the main participants in e-commerce live streaming.

• Interactions in e-commerce live streaming have an impact on purchase hesitation.

• Social presence and physical presence mediate participants’ interaction and trust.

• Trust does not reduce consumers’ purchase hesitation in live streaming.

摘要

•Anchors and consumers are the main participants in e-commerce live streaming.•Interactions in e-commerce live streaming have an impact on purchase hesitation.•Social presence and physical presence mediate participants’ interaction and trust.•Trust does not reduce consumers’ purchase hesitation in live streaming.

论文关键词：Live streaming commerce,Participants’ interaction,Social presence,Physical presence,Purchase hesitation,Trust

论文评审过程：Received 25 June 2021, Revised 28 June 2022, Accepted 17 August 2022, Available online 23 August 2022, Version of Record 9 September 2022.

论文官网地址：https://doi.org/10.1016/j.elerap.2022.101193