Strong displayed passion and preparedness of broadcaster in live streaming e-commerce increases consumers' neural engagement

• Published in: Frontiers in psychology Vol. 13; p. 674011
• Main Authors: Yu, Xiaoyu, Li, Yajie, Zhu, Kexin, Wang, Wenhao, Wen, Wen
• Format: Journal Article
• Language: English
• Published: Frontiers Media S.A 13.09.2022
• Subjects: consumer engagement; e-commerce; entrepreneurial passion; inter-subject correlation; ISC; live streaming; Psychology

Live streaming shopping, the streaming of real-time videos promoting products that consumers can purchase online, has recently been a booming area of e-commerce, especially during the COVID-19 pandemic. The success of live streaming e-commerce largely relies on the extent to which the broadcaster ca...