Determinants of Retailers' Trust in Live-Stream Selling on Social Commerce Platforms: Evidence Using PLS-SEM and FsQCA

Alhamzah Alnoor, Mohammed Salah, Sammar Abbas, Yousif Raad Muhsen, Abdullah Mohammed Sadaa, XinYing Chew, Gül Erkol Bayram. Determinants of Retailers' Trust in Live-Stream Selling on Social Commerce Platforms: Evidence Using PLS-SEM and FsQCA. International Journal of Human-Computer Interaction, 42(2):870-890, January 2026. [doi]

Abstract

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