-SEM) was used for data analysis. Findings The results indicated that viewer-streamer interaction factors (i.e., personalization … due to its unique content presentation and real-time interaction. This study aims to investigate the influence of viewer-streamer … interaction and viewer-viewer interaction on consumer trust and the subsequent impact of trust on consumers' purchase intention …

indicates that viewer-viewer interaction can moderate the impact of viewer–streamer interaction, which is among the first to … investigate the interaction effects of viewer-viewer interaction and viewer–streamer interaction. …