Understanding the Effects of the Multidimensional Content of Streamers’ Live Speech on Consumer Purchase Behavior in Livestreaming E-commerce: Empirical Evidence from TikTok

Authors

Ting Chen, School of Information Management, Wuhan University, Wuhan 430072, China
Jiang Wu, School of Information Management, Wuhan University, Wuhan 430072, China; E-Commerce Research and Development Center, Wuhan University, Wuhan 430072, China
Xi Chen, State Key Laboratory of Information Engineering in Surveying, Mapping and Remote Sensing, Wuhan University, Wuhan, 430072, ChinaFollow
Honghao Ding, School of Information Management, Wuhan University, Wuhan 430072, China
Jingxuan Cai, Research Center for Smarter Supply Chain, Dongwu Business School, Soochow University, Suzhou, 215031, China

Recommended Citation

Chen, Ting; Wu, Jiang; Chen, Xi; Ding, Honghao; and Cai, Jingxuan, "Understanding the Effects of the Multidimensional Content of Streamers’ Live Speech on Consumer Purchase Behavior in Livestreaming E-commerce: Empirical Evidence from TikTok" (2024). WHICEB 2024 Proceedings. 54.
https://aisel.aisnet.org/whiceb2024/54