Continued purchase intention in live-streaming shopping: Roles of expectation confirmation and ongoing trust

Consumer demands have recently shifted toward an efficient shopping experience, which is a process that minimizes the time, money, effort, and cognitive load required by consumers to make purchase decisions and complete transactions. This shift has prompted social commerce platforms to invest in inn...

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Bibliographic Details

Published in:	Cogent Business & Management
Main Authors:	Hsiu-Chia Ko, Shun-Yuan Ho
Format:	Article
Language:	English
Published:	Taylor & Francis Group 2024-12-01
Subjects:	Social commerce live-streaming shopping (LSS) expectation confirmation model (ECM) ongoing trust continued purchase intention utilitarian value
Online Access:	https://www.tandfonline.com/doi/10.1080/23311975.2024.2397563