Donghui Li1, Guozheng Zhang1,*, Zeng Xu1, Yong Lan1, Yongdong Shi2, Zhiyao Liang2, Haiwen Chen3
CMC-Computers, Materials & Continua, Vol.55, No.1, pp. 137-150, 2018, DOI:10.3970/cmc.2018.055.137
Abstract Live streaming is a booming industry in China, involving an increasing number of Internet users. Previous studies show that trust is a cornerstone to develop e-commerce. Trust in the streaming industry is different from that of other e-commerce areas. There are two major dimensions of trust in the live streaming context: platform trust and cewebrity trust, which are both important for customers to adopt and reuse a specific live streaming service. We collected questionnaire data from 520 participates who have used live streaming services in China. We model the collected data and identified factors that can influence users’ propensity by… More >
Login
Register
