-streamer interaction and viewer-viewer interaction on consumer trust and the subsequent impact of trust on consumers' purchase intention … and responsiveness) and viewer-viewer interaction factors (i.e., co-viewer involvement and bullet-screen mutuality …

of viewer crowd and viewer-viewer interaction in promoting viewers’ behaviours in live streaming context. This study also … 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. …