Abstract: With the rapid expansion of the live streaming industry, the influencer live streaming e-commerce model has emerged as a significant component of the digital commerce landscape. However, frequent negative incidents involving influencers during live broadcasts have attracted widespread public attention. This study employs a questionnaire survey to examine the impact of both influencer personal factors and non- influencer personal factors on.....
Keywords: Influencer live streaming; Negative Incidents; Consumer purchase intention; Perceived risk; Consumer trust
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