Interaction is at the core of value co-creation. Consumer engagement in live streaming interactions not only results in obtaining additional product information but also gains interactive value. From the perspective of value co-creation, this paper studies the optimal sales strategy selection...

The rampant of e-commerce has led many manufacturer and suppliers to launch a direct channel over internet beyond the traditional indirect channel. This indulgence has bring about chaos among the channel members in terms of false competition, mistrust, lost sales and eventually decreased channel...

This paper provides field evidence that social distance between customers and reviewers influences the impact from online reviews on product sales. We conceptualize information on interpersonal similarity as a heuristic cue that helps customers to infer similarity in product preferences between...