2022 Volume 22 Pages 89-95
Live commerce, a rapidly growing approach of e-commerce that has emerged over the past few years, is characterized by providing immediate interaction, such as asking questions to the live commerce distributors in real time, and it can eliminate the intrinsic anxiety in e-commerce. The effectiveness of live commerce is thought to be affected by the performance of the live commerce distributors. This study empirically examined the role played by influencers in live commerce by analyzing sample data in Structural equation modeling from a questionnaire survey. The results show that influencers in live commerce play an intermediary role between brands and customers, and positively influence customer engagement in the process.
