The Effect of Audience’s Perceived Trustworthy to the Participation Behaviors Based on Live Broadcast

Liping Yan, Ming Xue

2022

Abstract

Live broadcast is a way to instantly send images and sound to other objects through multiple communication technologies. Live broadcast can bring immersive feelings to the receiver. Recently, with the application of live broadcast in the field of e-commerce, some scholars have begun to pay attention to the impact of live broadcast technology on customer purchase. Based on social capital theory, this study explores the factors affecting audience’s perceived trustworthy of broadcasters engaging live streaming activities in social media platforms. The result of investigation 365 samples found that the audience’s perceived familiarity, similarity and expertise of live broadcaster have positive association with perceived trustworthy, which subsequently positive affect audiences’ intention to recommend, purchase and show “likes”.

Paper Citation

in Harvard Style

Yan L. and Xue M. (2022). The Effect of Audience’s Perceived Trustworthy to the Participation Behaviors Based on Live Broadcast. In Proceedings of the 1st International Conference on Public Management, Digital Economy and Internet Technology - Volume 1: ICPDI; ISBN 978-989-758-620-0, SciTePress, pages 246-250. DOI: 10.5220/0011734100003607

in Bibtex Style

@conference{icpdi22,
author={Liping Yan and Ming Xue},
title={The Effect of Audience’s Perceived Trustworthy to the Participation Behaviors Based on Live Broadcast},
booktitle={Proceedings of the 1st International Conference on Public Management, Digital Economy and Internet Technology - Volume 1: ICPDI},
year={2022},
pages={246-250},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011734100003607},
isbn={978-989-758-620-0},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st International Conference on Public Management, Digital Economy and Internet Technology - Volume 1: ICPDI
TI - The Effect of Audience’s Perceived Trustworthy to the Participation Behaviors Based on Live Broadcast
SN - 978-989-758-620-0
AU - Yan L.
AU - Xue M.
PY - 2022
SP - 246
EP - 250
DO - 10.5220/0011734100003607
PB - SciTePress