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This study investigates how psychological ownership and parasocial relationships influence consumer loyalty in livestream commerce by integrating IT affordances, streamer characteristics, and consumer traits. Findings reveal that factors such as metavoicing, guidance shopping, and streamer attractiveness significantly enhance loyalty through psychological ownership and parasocial connections. The research addresses gaps in existing literature by focusing on long-term consumer behavior rather than short-term
- Author
- dinhastrid
- Language
- EN