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 More >
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