In recent years, the live-broadcast e-commerce has been developed rapidly, attracting a large number of users. However, the ultimate success of the platforms depend on users’ continued adoption behavior. Based on meaning transfer model and interaction ritual chain theory, this study develops a...

Relations "customer - supplier" are increasingly more valuable and less consistent, especially in the online context. In this sense, the supplier seeks to make a website visitor into a satisfied customer and a satisfied customer into a loyal customer as a condition to become more competitive....