Acknowledgement: This study was supported by National Social Science Foundation (Project No: 12CGL046).
机构署名：
本校为第一且通讯机构
摘要：
Live streaming is a booming industry in China, involving an increasing number of Internet users. Previous studies show that trust is a cornerstone to develop e-commerce. Trust in the streaming industry is different from that of other e-commerce areas. There are two major dimensions of trust in the live streaming context: platform trust and cewebrity trust, which are both important for customers to adopt and reuse a specific live streaming service. We collected questionnaire data from 520 participates who have used live streaming services in Chi...
