2024
DOI: 10.1108/apjml-08-2024-1051
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Failed products, successful influencers: the moderating effect of the stealing thunder strategy on purchase intentions in live-streaming e-commerce failures

Pingjun Lu,
Lin Fang,
Qiying Chen
et al.

Abstract: PurposeA live-stream failure occurs when the product which is highly recommended by the influencers and exhibited quality problems. This study investigated how brand trust and influencers trust affect live-streaming purchase intentions (PIs) of consumers when live-streaming e-commerce failures occur and the role of the Stealing Thunder (ST).Design/methodology/approachTotally 584 adults with live-streaming shopping experience were invited to investigate the impact and mechanisms of live-streaming failure incide… Show more

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