Li, ZhongwuLi, Xiaopei2025-01-202025-01-202024https://repository.nida.ac.th/handle/123456789/7035Thesis (Ph. D. (Management))--National Institute of Development Administration, 2024With the advent of the digital era, the form of e-commerce has undergone profound changes. As an emerging form of shopping, live streaming e-commerce has risen rapidly and become one of the important channels for consumers to shop. Live streaming e-commerce combines real-time interaction and entertainment, which not only enriches the shopping experience of consumers, but also brings brand-new market opportunities for merchants. However, the rapid development of live streaming e-commerce has also attracted wide attention from the academic circle to its influence mechanism, especially in terms of how to influence consumer behavior through live streaming content and anchor characteristics. Understanding this complex interactive process is of great significance for optimizing the operation strategy of live streaming e-commerce.255 leavesapplication/pdfengThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.Howard-Sheth ModelConsumer sticknessPsychological contracttext::thesis::doctoral thesis