Open Access

ARTICLE

Modelling the Roles of Cewebrity Trust and Platform Trust in Consumers’ Propensity of Live-Streaming: An Extended TAM Method

Donghui Li¹, Guozheng Zhang^1,*, Zeng Xu¹, Yong Lan¹, Yongdong Shi², Zhiyao Liang², Haiwen Chen³

1 Hunan Agricultural University, Changsha, 410128, People’s Republic of China (PRC)
2 Macau University of Science and Technology, Macau, People’s Republic of China (PRC)
3 National University of Defense Technology, Changsha, 410073, People’s Republic of China (PRC)

* Corresponding author: Guozheng Zhang. Email: .