典型文献
The influence and moderating effect of trust in streamers in a live streaming shopping environment
文献摘要：
With its powerful real-time interaction and rich user experience, live streaming shopping has rapidly become consumers' new favorite. However, the frequent "rollover" incidents affecting the reputation of well-known streamers sig-nificantly reduce consumers' trust in the streamers. Academic research on trust in live streaming shopping has thus far mainly focused on purchase motivations. Few studies have focused on the factors influencing trust from the streamer's per-spective, and they have ignored the moderating role of streamers and product factors, situational factors and individual characteristics of consumers. Therefore, this study introduces three new moderating variables – streamer-product match-ing, live streaming online reviews, and online shopping experience – to explore their moderating effects on streamers' reputation, popularity, and trust. The results show that streamers' reputation and popularity have a significant positive im-pact on trust in streamers, and streamer-product matching has a positive moderating effect on the relationship between streamers' reputation, streamers' popularity, and trust in streamers. Online reviews have a positive moderating effect on the relationship between streamers' popularity and trust, while online shopping experience has a positive moderating effect on the relationship between streamers' reputation and trust in streamers.
文献关键词：
中图分类号：
作者姓名：
Qi Dai;Xiaolin Cui
作者机构：
School of Management,University of Science and Technology of China,Hefei 230026,China
文献出处：
引用格式：
[1]Qi Dai;Xiaolin Cui-.The influence and moderating effect of trust in streamers in a live streaming shopping environment)[J].中国科学技术大学学报,2022(02):54-66
A类：
B类：
influence,moderating,trust,streamers,live,streaming,shopping,environment,With,its,powerful,real,interaction,rich,user,experience,rapidly,become,consumers,new,favorite,However,frequent,rollover,incidents,affecting,reputation,well,known,nificantly,reduce,Academic,research,thus,far,mainly,focused,purchase,motivations,Few,studies,have,factors,influencing,from,spective,they,ignored,role,product,situational,individual,characteristics,Therefore,this,study,introduces,three,variables,online,reviews,explore,their,effects,popularity,results,show,that,significant,positive,pact,matching,relationship,between,Online,while
AB值：
0.38613
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