Today, most firms employ online and offline distribution channels. Customers combine both channels for information search and purchase. However, researchers and practitioners are still lacking insight concerning the creation of additional customer value, in terms of a seamless purchase...

The outbreak of COVID-19 has made the offline real economy suffer an unprecedented test, and the online e-commerce livestreaming model, as a new marketing model, has been rapidly developed. Based on the SOR model, this paper clarifies the interaction between e-commerce livestreaming and consumer...

Value co-creation has become an essential strategy in business that encourages customer involvement in creating products that meet customer demands and have superior value. Brand image and e-service quality are still important factors that influence customer decision making in purchasing...